Advertising as a search deterrent.
This article examines a monopoly firm's incentive to disclose information through advertising when consumers can choose between buying immediately and searching for additional information. Because sales drop when search reveals low match values to consumers, the firm has an incentive to deter search...
| Publicado en: | RAND Journal of Economics (Wiley-Blackwell) Vol. 48; no. 4; pp. 949 - 972 |
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| Formato: | Artículo |
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Wiley-Blackwell
Winter2017
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=126201435&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 126201435 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 07416261 56RJ jtl: RAND Journal of Economics (Wiley-Blackwell) issn: 07416261 maglogo: Y pubinfo: dt: Winter2017 vid: 48 iid: 4 pid: 480 pub: Wiley-Blackwell artinfo: ui: 126201435 10.1111/1756-2171.12209 ppf: 949 ppct: 23 formats: fmt: @attributes: type: P size: 270KB tig: atl: Advertising as a search deterrent. aug: au: Wang, Chengsi affil: University of Mannheim and Monash University su: Advertising Consumer behavior Decision making Consumers' surplus Marketing strategy sug: subj: Advertising Consumer behavior Decision making Other Services Related to Advertising Outdoor Advertising Consumers' surplus Marketing strategy ab: This article examines a monopoly firm's incentive to disclose information through advertising when consumers can choose between buying immediately and searching for additional information. Because sales drop when search reveals low match values to consumers, the firm has an incentive to deter search. We show that partial information disclosure emerges as a useful tool for search deterrence when search costs are low. Informative advertising and consumer search can be viewed as complements in producing information. Although transparency policies reduce search expenditures and improve purchase decisions, whether they are socially desirable depends on the magnitude of search costs. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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