The Brand Switching Fraction of Promotion Effects: Unit Sales Versus Elasticity Decompositions

Report, Preprint OPEN
van Heerde, H.J.; Gupta, S.; Wittink, D.R.;
(2001)
  • Publisher: [n.n.]
  • Subject: Promotion, Primary Demand, Secondary Demand
    • jel: jel:C33 | jel:D12 | jel:M31

Several researchers have decomposed sales promotion elasticities. A key result is that the majority of the sales promotion elasticity, about 74 percent on average, is purportedly due to secondary demand effects (brand switching) and the remainder is due to primary deman... View more
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