DYNAMICS OF RETAIL ADVERTISING: EVIDENCE FROM A FIELD EXPERIMENT

We use a controlled field experiment to investigate the dynamic effects of retail advertising. The experimental design overcomes limitations hindering previous investigations of this issue. Our study uncovers dynamic advertising effects that have not been considered in previous literature. We find that current advertising does affect future sales, but surprisingly, the effect is not always positive; for the firm's best customers, the long-run outcome may be negative. This finding reflects two competing effects: brand switching and intertemporal substitution. We also find evidence of cross-channel substitution, with the firm's best customers switching demand to the ordering channel that corresponds to the advertising. ( JEL L2, L81, M3)     

HAVE EFFORTS TO REDUCE SMOKING REALLY CONTRIBUTED TO THE OBESITY EPIDEMIC?

Two of the most notable trends in public health over the past 30 yr are the reductions in smoking rates and the rapid rise in obesity rates. Several studies have investigated the relationship between these trends but have drawn different conclusions. In this article, we revisit this issue, attempting to clarify the prior discrepant results. Overall, we find no support for the claim that rising cigarette taxes have significantly contributed to rising obesity rates. Instead, we find only a moderately sized effect among former smokers . ( JEL I12)     

THE SOCIAL BASES OF FEMINISM IN THE EUROPEAN COMMUNITY

Although several studies explore the political environmentsand institutional features of Western European women's movements,few have examined the mass attitudinal bases for feminist politicsin Europe. This article extends the study of feminist politicsby testing models of feminist attitudes developed in the UnitedStates with data collected in the European Community in 1983.We explore the connections between the support of feminist goalsand measures of marital status, female employment, socioeconomiclevel, age, religiosity, place of residence, and political partyidentification, focusing on differences in the predictors ofmale and female attitudes. Consistent with studies of the UnitedStates, we find that women's labor force participation fostersfeminist attitudes among themselves and their husbands. Age,education, religiosity, and partisanship are also found to bepredictors of feminist support. In contrast to studies of Americanwomen and men, we find that marital status has no effect inEurope. Our conclusions have implications for the future offeminist politics in Europe.     

Newspapers, Television and Political Reasoning

Adults' use of newspapers is found to correlate positively withhaving reasons for preferring one U.S. senatorial candidateover another. Television exposure is negatively related to politicalreasoning to a nearly significant degree. Data were providedby a 1974 nationwide, postelection survey. Analysis was conductedat the aggregate level, examining media behavior and politicalknowledge in 67 news markets. News markets with competitionamong daily newspapers show greater levels of information thanmonopoly areas, controlling for education and interest in politics.Results suggest that a decline in newspaper penetration, lessenedcompetition, or shift toward use of television for news wouldweaken peoples' understanding about partisan candidates.