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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Publicado en:	RAND Journal of Economics (Wiley-Blackwell) Vol. 48; no. 3; pp. 611 - 647
Autores principales:	Honka, Elisabeth, Hortaçsu, Ali, Vitorino, Maria Ana
Formato:	Artículo
Publicado:	Wiley-Blackwell Fall2017
Materias:	Consumer behavior Banking industry Choice (Psychology) Banking industry advertising Market share
Acceso en línea:	Ver este registro en EBSCOhost