Score contribution per author:
α: calibrated so average coauthorship-adjusted count equals average raw count
A time‐varying parameter model of fluid milk and cheese demand reveals that changes in age composition, race composition, and food spending patterns away from home were most important to changes in generic advertising response over time. Advertising response elasticities indicate that generic advertising could be enhanced by targeting young children households for fluid milk, and Asian/Hispanic households for cheese. Results also indicate that shifting targeted advertising efforts to the away‐fromhome market may increase generic cheese advertising response.