Heterogeneous Advertising Effects by Brand Purchase Frequency, without Matching
| Variable | Dependent Variable: Brand choice for Brand Purchase HH Segment | ||
|---|---|---|---|
| Top 50% vs. Bottom 50% | Top 25% vs. Bottom 75% | Top 10% vs. Bottom 90% | |
| Ad Exposure × Campaign Period (β4) | 0.006*** (0.001) | 0.008*** (0.001) | 0.006*** (0.001) |
| Brand Purchase HH Segment × Campaign Period | −0.113*** (0.003) | −0.101*** (0.004) | −0.087*** (0.006) |
| Ad Exposure × HH Segment × Campaign Period (β7) | 0.014*** (0.003) | 0.012*** (0.004) | 0.010* (0.006) |
| Log (price) | −0.004*** (0.001) | −0.004*** (0.001) | −0.004*** (0.001) |
| Fixed effects | |||
| Individual | Yes | Yes | Yes |
| Shopping occasion | Yes | Yes | Yes |
| Observations | 4,410,322 | 4,410,322 | 4,410,322 |
| R2 | 0.261 | 0.260 | 0.259 |
Note: All standard errors (in parentheses) are clustered at the consumer level.
HH = household. *p < 0.1; **p < 0.05; ***p < 0.01.