Working Papers

Do DVRs Influence Consumers’ Brand Purchases?

Bart Bronnenberg, Jean-Pierre Dubé, and Carl Mela

Jan 1, 2009

Addresses the effects of DVRs on consumers’ brand purchases via a three-year field study sponsored by five firms and involving 6421 households, each offered a free DVR and TiVo service (968 accepted). Investigated shopping history for 47 consumer packaged goods 13 months prior to and 26 months following the DVR offer, as well as participants’ TiVo log files.

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