Decomposing Promotional Effects with a Dynamic Structural Model of Flexible Consumption

Vol. XLV (August 2008), 487–498 487 © 2008, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Tat Chan is Associate Professor of Marketing (e-mail: Chan@ wustl.edu), and Chakravarthi Narasimhan is Philip L. Siteman Professor of Marketing (e-mail: [email protected]), Olin School of Business, Washington University in St. Louis. Qin Zhang is Assistant Professor of Marketing, School of Management, University of Texas at Dallas (e-mail: [email protected]). The authors are listed in alphabetical order. They thank the late Dick Wittink for his encouragement and wisdom, as well as the two anonymous JMR reviewers, participants at the Second Quantitative Marketing and Economics conference, and Scott Neslin for their excellent comments and suggestions. Sunil Gupta served as associated editor for this article. TAT CHAN, CHAKRAVARTHI NARASIMHAN, and QIN ZHANG*