The authors examine switching and repeat purchase effects of advertisi
ng in mature, frequently purchased product categories. They draw on co
nsumer behavior theories of framing and usage dominance to formulate a
logit choice model for measuring these effects. They estimate the mod
el using single-source scanner data. Their results suggest that advert
ising induces brand switching but does not affect the repeat purchase
rates of consumers who have just purchased the brand, a result consist
ent with usage dominance rather than framing. They find the switching
influence to be largely confined between the current and previous purc
hase occasions. They illustrate the magnitude of this effect and explo
re potential profitability.