Causal Effects of Advertising on Brand Purchase Controlling for Endogeneity
| Variable | Dependent Variable: Brand choice | |
|---|---|---|
| Nonmatching | Matching | |
| Advertising Exposure × Campaign Period (β3) (1) | −0.002 (0.002) | 0.005*** (0.002) |
| Log (price) | −0.004*** (0.001) | −0.008*** (0.001) |
| Fixed effects | ||
| Individual | Yes | Yes |
| Shopping occasion | Yes | Yes |
| Observations | 4,410,322 | 2,535,493 |
| R2 | 0.258 | 0.265 |
Note: Standard errors (in parentheses) are clustered at the consumer level.
*p < 0.1; **p < 0.05; ***p < 0.01.