The Relationship between Advertising and Consumption

24 Pages Posted: 18 Jun 2019

See all articles by Tong Wang

Tong Wang

Waseda University

Marco Gambaro

Università degli Studi di Milano - DEPA

Date Written: June 5, 2019


This paper investigates, the causal relationship between advertising and consumption with panel data at industry level for some European countries. At macroeconomic level consumption can raise only if saving will decrease. But the competition effect of advertising is better captured at industry level that allow for interaction between firms. We apply a panel Granger causality frame work to our unique data set of consumption and advertising spending on different sectors across 9 years for 5 European Union countries. We reach robust results showing that consumption Granger causes advertising, rather than the other way. Our findings also suggest that compared to economic structures of different countries and interactions of sectors, consumption is a more important driver to advertising.

Keywords: consumption, advertising, Granger causality, panel data, media

JEL Classification: M37, E21, L11, L2, L8

Suggested Citation

Wang, Tong and Gambaro, Marco, The Relationship between Advertising and Consumption (June 5, 2019). Available at SSRN: or

Tong Wang (Contact Author)

Waseda University ( email )

1-104 Totsukamachi, Shinjuku-ku
tokyo, 169-8050

Marco Gambaro

Università degli Studi di Milano - DEPA ( email )

Via Conservatorio, 7
I-20122 Milano
+39 02 5032 1501 (Phone)
+39 02 5032 1505 (Fax)


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