In this paper we put forward a duration model to analyze the dynamic effects of marketing-mix variables on interpurchase times. We extend the accelerated failure-time model with an autoregressive structure. An important feature of our model is that it allows for different long-run and short-run effects of marketing-mix variables on interpurchase times. As marketing efforts usually change during the spells, we explicitly deal with time-varying covariates. Our empirical analysis of purchases in three different categories reveals that, for some segments of households, the short-run effects of marketing-mix variables are significantly different from the long-run effects.

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hdl.handle.net/1765/544
Econometric Institute Research Papers
Erasmus School of Economics

Fok, D., Paap, R., & Franses, P. H. (2002). Modeling dynamic effects of promotion on interpurchase times (No. EI 2002-37). Econometric Institute Research Papers. Retrieved from http://hdl.handle.net/1765/544