Advertising, consumer awareness, and choice: evidence from the U.S. banking industry.

How does advertising influence consumer decisions and market outcomes? We utilize detailed data on consumer shopping behavior and choices over bank accounts to investigate the effects of advertising on the different stages of the shopping process: awareness, consideration, and choice. We formulate a...

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Bibliographic Details

Published in:	RAND Journal of Economics (Wiley-Blackwell) Vol. 48; no. 3; pp. 611 - 647
Main Authors:	Honka, Elisabeth, Hortaçsu, Ali, Vitorino, Maria Ana
Format:	Article
Published:	Wiley-Blackwell Fall2017
Subjects:	Consumer behavior Banking industry Choice (Psychology) Banking industry advertising Market share
Online Access:	View this record in EBSCOhost