Learn More
Media multitasking competes with television advertising for consumers' attention, but it also may facilitate immediate and measurable response to some advertisements. This paper explores whether and how television advertising influences online shopping. We construct a massive dataset spanning $3.4 billion in spending by 20 brands, measures of brands'(More)
Keywords: Food marketing Fruits and vegetables Obesity Health policy Advertising a b s t r a c t This study investigates consumer response to various types of advertising for fruits and vegetables—a food category which health officials uniformly agree is significantly under-consumed in the United States. Using an adult, non-student subject pool of 271(More)
We take the original dataset and we follow these steps: 1. We drop all the products that are analgesics but do not come in the form of pills or are unconventional analgesics (e.g., pain relief patches). 2. We drop Pamprin and Midol, which have less than 1% of the inside market-much smaller than other brands; in addition, they specialize only in menstrual(More)
It is known that prices may signal quality, that prices are often communicated by advertising, and that the source of an advertisement is a key determinant of its effect. Taken together, these three facts suggest price advertising by different channel members may have different effects. In particular, price advertising by manufacturers should result in(More)
Obesity has become a huge problem in the United States with over a quarter of the population categorized as obese. The average American has gained 16.3 pounds during the 21 years (1988-2008) which results in an average weight gain of 0.77 pounds annually. The U.S. obesity problem has been blamed on a host of factors such as relatively low prices per calorie(More)
  • 1