With the increase in the level of consumer awareness towards green products, “Green Marketing” has started gaining importance since 1970s but getting further momentum since last two decades. Many companies have added and/or modified their products and process in order to position themselves...

Does advertising help consumers to find the products they need or push them to buy products they don't need? In this paper, we study the effects of advertising on consumer mistakes and quantify the resulting effect on consumer welfare in the market for mortgage refinancing. Mortgage borrowers...

Recent advances in advertising technology have lead to the development of “native advertising”, which is a format of advertising that mimics the other non-sponsored content on the medium. While advertisers have rapidly embraced the format on a variety of digital media, regulators have...

We employ experimental economics techniques to gain insight into the factors that affect consumer susceptibility to fraudulent advertising. We asked participants to rate the credibility of a series of mock-ups of plausible and implausible print advertisements that we designed. We then measured a...

This working paper presents the findings of copy test research on consumer perceptions of heart-health claims in print advertisements for a fictitious cooking oil low in saturated fat, and a vegetable oil spread containing no trans fatty acids. FDA regulations currently ban potentially useful...

This working paper presents the findings of copy test research on consumer perceptions of food and dietary supplement print advertisements containing qualified health claims for diet-disease relationships that lack a high level of scientific support. The research was motivated by court decisions...