Responsiveness is operationalized as the short-term response of the attitude metric with respect to a marketing stimulus. We propose to use well-established, robust response functions to estimate responsiveness. For example, the standard multiplicative response model produces elasticities as responsiveness metrics:
Yt = c Yt-1γ X1tβ1 X2 t β2 X3t β3 eut (3)
where Y is an attitude metric and Xi (i=1,2,3) are marketing ins