Augmented Difference-in-Differences

All authors certify that they have no affiliations with or involvement in any organization or entity with any financial interest or nonfinancial interest in the subject matter or materials discussed in this manuscript. The authors have no funding to report.

The authors are indebted to David Bell for stimulating discussions in the early stages of the research. They thank the review team, Eric Bradlow, Dylan Small, Venkatesh Shankar, and Raji Srinivasan for valuable comments; Sachin Sridhar for excellent research assistance; and Marcelo Medeiros and an eyewear company for sharing data. Some of the analyses presented here were calculated (or derived) based in part on data from Nielsen Consumer LLC and marketing databases provided through the NielsenIQ Datasets at the Kilts Center for Marketing Data Center at the University of Chicago Booth School of Business. The conclusions drawn from the NielsenIQ data are those of the researchers and do not reflect the views of NielsenIQ. NielsenIQ is not responsible for, had no role in, and was not involved in analyzing and preparing the results reported herein.