The Effect of Advertising on Consumer Price Sensitivity
研究了广告增加如何降低消费者价格敏感度，基于ADTEL现场实验的日记面板数据，发现高敏感度群体效果显著，低敏感度群体效果微弱。
The authors investigate how increased advertising affects consumer price sensitivity. First, a conceptual framework integrating the role of advertising content is presented. Next, a methodology for studying the impact of advertising on consumer price sensitivity to brand purchase quantity and consumption is developed. Analyses of diary panel data for an established, frequently purchased brand from an ADTEL advertising field experiment clearly demonstrate that increased advertising lowers price sensitivity. Further, this effect is strong in the high price sensitivity segment for purchase quantity and consumption. In the low price sensitivity segment the effect is marginal. Additional support for these results was obtained by choosing different cutoff points for high sensitivity segmentation.