Journal of Marketing Research 2005

Marketing Models and the Lucas Critique

Harald J. van Heerde¹; Marnik G. Dekimpe^2,3,4; William P. Putsis⁵

¹ Tilburg University · ² Erasmus University Rotterdam · ³ KU Leuven · ⁴ Catholic University of America · ⁵ University of North Carolina at Chapel Hill

Abstract

The Lucas critique has been largely ignored in the marketing literature. We present a number of conditions under which the critique is most likely to (also) apply in marketing settings. Next, we provide some perspectives on how to diagnose and accommodate the Lucas critique, and identify various avenues for future research.

DOI

10.1509/jmkr.42.1.15.56888

Sources

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓