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In an extensive field experiment with fast-moving branded consumer goods, price elasticities are found to be much the same for different products or brands, for prices going up or coming down, at different speeds, and irrespective of the brand's previous pricing history. These results differ radically from the view that individual products and brands have their own distinct elasticities. Copyright 1990 by Blackwell Publishing Ltd.
Ehrenberg et al. (Sat,) studied this question.
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