Heterogeneous Advertising Effects by Brand Purchase Frequency, with Demographics and Pre-campaign Purchase 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% | |
| Advertising Exposure × Campaign Period (β4) | 0.008*** (0.002) | 0.006*** (0.002) | 0.004*** (0.002) |
| Brand Purchase HH Segment × Campaign Period | -0.107*** (0.003) | -0.099*** (0.004) | -0.089*** (0.006) |
| Advertising Exposure × HH Segment x Campaign Period (β7) | -0.018*** (0.004) | -0.017*** (0.004) | -0.013*** (0.006) |
| Log (price) | -0.008*** (0.001) | -0.008*** (0.001) | -0.008*** (0.001) |
| Fixed effects | |||
| Individual | Yes | Yes | Yes |
| Shopping occasion | Yes | Yes | Yes |
| Observations | 2,535,493 | 2,535,493 | 2,535,493 |
| R2 | 0.268 | 0.267 | 0.266 |
Note: All standard errors (shown in parentheses) are clustered at the consumer level.
HH = household.
* p < 0.1;
** p < 0.05;
↵* p < 0.01.