20.4 Endogeneity

Check Background in strucutral Models section under marketing mix models for more up-to-date academic practice.

Modal paper that address both selection bias and endogenoueity (Frennea, Han, and Mittal 2018)

20.4.1 Control Function

In the context of consumer choice model (Petrin and Train 2010)

References

Frennea, Carly, Kyuhong Han, and Vikas Mittal. 2018. “Value Appropriation and Firm Shareholder Value: Role of Advertising and Receivables Management.” Journal of Marketing Research, February. https://doi.org/10.1509/jmr.17.0123.

Petrin, Amil, and Kenneth Train. 2010. “A Control Function Approach to Endogeneity in Consumer Choice Models.” Journal of Marketing Research 47 (1): 3–13. https://doi.org/10.1509/jmkr.47.1.3.