I model manufacturers competing through a retailer. I model two types of advertising that each firm can engage in …: advertising that increases product differentiation and advertising that increases (possibly perceived) value of the product. While … the two types of advertising result in qualitatively similar comparative statics without a retailer in the model, I show …

brand's analysis on how personal brand influences consumer interest in products/services. An experiment is carried out on … consumer. Research methodology: analysis of scientific literature, logical definition and theory construction, an experiment …

advertised entity. In the first experiment, we randomize the number of social cues present in word-of-mouth advertising, and …Social advertising uses information about consumers' peers, including peer affiliations with a brand, product … measure how responses increase as a function of the number of cues. The second experiment examines the effect of augmenting …

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online … and in-store purchases. We use a randomized field experiment on 3 million Yahoo! users who are also past customers of the …

We present findings from a controlled field experiment that allows us to investigate the dynamic effects of retail … advertising. The experimental design overcomes limitations that have hindered previous investigations of this issue. Our study … uncovers dynamic advertising effects that have not been previously considered in the literature. We find that current …

Does hospital advertising influence patient choice and health outcomes? We examine more than 220,000 individual patient … advertising; seeing a television advertisement for a given hospital makes a patient more likely to select that hospital. We also … advertisements. Our demand model allows us to study the impact of a ban on hospital advertising, which has been recently considered …