The Effect of Media Advertising on Brand Consideration and Choice
结合家庭扫描面板数据和媒体曝光信息，研究媒体广告对品牌选择的影响，发现广告通过影响品牌考虑集间接影响选择，而非直接影响品牌效用。
The nature of the effect of media advertising on brand choice is investigated in two product categories in analyses that combine household scanner panel data with media exposure information. Alternative model specifications are tested in which advertising is assumed to directly affect brand utility, model error variance, and brand consideration. We find strong support for advertising effects on choice through an indirect route of consideration set formation that does not directly affect brand utility. Implications for media buying and advertising effects are explored.