The Lucas critique has been largely ignored in the marketing literature. We present a number of conditions under which the critique is most likely to (also) apply in marketing settings. Next, we provide some perspectives on how to diagnose and accommodate the Lucas critique, and identify various avenues for future research.

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ERIM Report Series Research in Management
Erasmus Research Institute of Management

van Heerde, H., Dekimpe, M., & Putsis, W. P., Jr. (2004). Marketing Models and the Lucas Critique (No. ERS-2004-080-MKT). ERIM Report Series Research in Management. Retrieved from