Rene Langen

Jun 11, 2023 | london.edu | Áine Doris |Helen Edwards |Michael G. Jacobides |Rene Langen

In this episode of the Why podcast, London Business School’s Anja Lambrecht and Xu Zhang discuss their recent research into how TV ads influence online sales for a major travel website, exploring how their findings challenge conventional views about their value. The research suggests that spikes in sales following an advert are not necessarily incremental sales, but instead an acceleration of sales that would have happened at a later time, an effect they term “intertemporal substitution”.