Standard pricing models evaluate point in time consumer price sensitivity, looking at the relationship between consumption changes vis-à-vis pricing or promotional changes one week at a time. Consumer price sensitivity is a more gradual phenomenon that builds over time, with shocks on consumption reverberating several weeks following a price change. This is true for own as well as competitive pricing effects- it is easy to underestimate how much impact a competitor’s price has on a brand if one is just looking at one week at a time- the shock carries over or “persists” in later purchase cycles, regardless of price stabilizing to a new level or reverting back. We use a Dynamic Time Series model (Vector Autoregression) to capture the contemporaneous as well as lagged effect of pricing and promotions (own as well as competitive) to capture this “carryover” effect. This can help prevent marketers from underestimating the extent and duration of own as well as competitive pricing action.