Table 6.

Heterogeneous Advertising Effects by Brand Purchase Frequency, without Matching

VariableDependent 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
IndividualYesYesYes
Shopping occasionYesYesYes
Observations4,410,3224,410,3224,410,322
R20.2610.2600.259

  • Note: All standard errors (in parentheses) are clustered at the consumer level.

  • HH = household.

  • ↵* p < 0.1;

  • ** p < 0.05;

  • ↵*** p < 0.01.