van Heerde, H.J.; Gupta, S.; Wittink, D.R. - Tilburg University, Center for Economic Research - 2003
that the majority of the sales promotion elasticity, about 74 percent on average, is attributed to secondary demand effects … empirical results for this measure.We also derive analytical expressions that transform the elasticity decomposition into a … insight into the magnitude of the difference, we apply these expressions to previously reported elasticity decomposition …