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UID:191175ca89ba71ebb5405806a28c8cf5
CATEGORIES:Seminars
CREATED:20250529T091304
SUMMARY:Nicola Gennaioli - Università Bocconi
DESCRIPTION;ENCODING=QUOTED-PRINTABLE:\n\nAds as Cues" with Pedro Bordalo, Giovanni Burro, Gad Nacamulli and
  Andrei Shleifer\n\n\nAbstract:\nWe present and test a model in which, as i
 n Bordalo et al. (2020), a consumer is more likely to demand a good if she 
 recalls the pleasure it gave her in the past. Following memory research, re
 call is more likely for goods that are frequent and similar to cues, subjec
 t to interference from other experiences. The model delivers brand habits a
 nd ads that affect demand by working as cues. It predicts that ads: i) are 
 more effective for more habitual consumers and ii) exhibit spillovers withi
 n and across product categories, driven by similarity. We find robust suppo
 rt for these predictions using data from NielsenIQ and Nielsen, which proxi
 es for households’ past consumption, exposure to the ads of different brand
 s, and similarity between ads. Memory offers new insights on how advertisin
 g affects market competition and consumer welfare.\n
DTSTAMP:20260415T013900Z
DTSTART:20251002T163000Z
DTEND:20251002T180000Z
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TRANSP:OPAQUE
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