van Heerde, H.J.; Gupta, S.; Wittink, D.R. - Tilburg University, Center for Economic Research - 2003
Several researchers have decomposed sales promotion elasticities based on household scanner panel data.A key result is … that the majority of the sales promotion elasticity, about 74 percent on average, is attributed to secondary demand effects … that this result does not imply that if a brand gains 100 units in sales during a promotion the other brands in the …