The Dynamic Advertising Effect of Collegiate Athletics The Harvard community has made this article openly available. Please share how this access benefits you. Your story matters Citation Chung, Doug J. "The Dynamic Advertising Effect of Collegiate Athletics." Marketing Science 32, no. 5 (September–October 2013): 679–698. Published Version http://dx.doi.org/10.1287/mksc.2013.0795 Citable link http://nrs.harvard.edu/urn-3:HUL.InstRepos:10880582 Terms of Use This article was downloaded from Harvard University’s DASH repository, and is made available under the terms and conditions applicable to Open Access Policy Articles, as set forth at http:// nrs.harvard.edu/urn-3:HUL.InstRepos:dash.current.terms-of- use#OAP The Dynamic Advertising Effect of Collegiate Athletics Doug J. Chung* April 2013 * Doug J. Chung is an assistant professor of business administration at Harvard Business School (
[email protected]). The author would like to thank the editor, associate editor, and two anonymous reviewers, as well as Neil Bendle, Colin Campbell, Dongkyu Chang, Jennifer Danilowitz, Kevin Lane Keller, Ahmed Khwaja, Vineet Kumar, Byoung Park, Oliver Rutz, Boudhayan Sen, Subrata Sen, K. Sudhir, and the seminar participants at the University of Houston, the 2012 INFORMS Marketing Science Conference, and the Yale SOM Doctoral Workshop for their comments and suggestions. Special thanks to Sue Kim for her feedback and support throughout the project. The Dynamic Advertising Effect of Collegiate Athletics Abstract I measure the spillover effect of intercollegiate athletics on the quantity and quality of applicants to institutions of higher education in the United States, popularly known as the “Flutie Effect.” I treat athletic success as a stock of goodwill that decays over time, similar to that of advertising.