. 2020 May 5;23(12):2228–2233. doi: 10.1017/S1368980019004956

Table 2.

Product-level sales increases associated with price promotions: decomposition into primary (purchase acceleration and increased consumption) and secondary effects^*

Author	Date	Product category	Increased consumption (%)	Purchase acceleration (%)	Combined (primary) (%)	Switching (secondary) (%)
Unit sales decomposition approach
Teunter⁽⁴⁰⁾	2002	Soft drinks	27	38	65	34
		Fruit juice	17	58	75	25
		Ground coffee	14	48	62	39
		Potato chips	46	41	87	13
		Candy bars	10	63	73	27
		Pasta	14	47	61	39
		Average	21	46	67	33
Van Heerde et al. ⁽⁴¹⁾	2003	Eleven products (as in Bell et al.)			33	67
Sun et al.⁽⁴²⁾	2003	Ketchup			44	56
Van Heerde et al.⁽⁴³⁾	2004	Tuna	31	38	69	31
		Peanut butter	33	24	57	43
		Average	35	32	67	33
Nair et al.⁽⁴⁴⁾	2005	Orange juice			92	8
Ailawadi et al.⁽⁴⁵⁾	2007	Yoghurt (average across brands)	56	9	65	35
		Ketchup (average across brands)	39	18	57	44
Chan et al.⁽³⁸⁾	2008	Tuna	29	43	72	28
Ebling and Klapper⁽⁴⁶⁾	2010	Beverage			52	48
		Spread			50	50
		Dessert			74	26
Counterfactual analysis
Ailawadi and Neslin⁽²⁴⁾	1998	Yoghurt	35
		Ketchup	12
Sun⁽²⁵⁾	2005	Yoghurt	43	18	61	39
		Tuna	33	25	58	42

Combined (primary) values are the sum of increased consumption and purchase acceleration where they are separately reported in bold.

With the exception of Nijs et al.⁽²⁶⁾ and Teunter (2002)⁽⁴⁰⁾, which were conducted in the Netherlands, all studies used US consumer scanner data.