Mayzlin, Dina; Shin, Jiwoong - In: Marketing Science 30 (2011) 4, pp. 666-685
What the firm should say in an advertising message, the choice of <i>content</i>, is a critical managerial decision …. Here, we focus on a particular aspect of the advertising content choice: an attribute-focused appeal versus an appeal with … no direct information on product attributes. We make two assumptions that capture the reality of the advertising context …