dependence of returns to advertising on product quality is not monotonic as it has been claimed by earlier studies. Additional … important finding indicating the importance of the models with interacting agents is that returns to advertising exhibit … ; consumer socialization ; product promotion ; returns to advertising …

This paper applies the theory of memory for advertising, developed in the consumer behavior literature, to an … industrial organization setting to provide insight into advertising strategies in imperfectly competitive markets. There are two … new ads is hampered by past ad exposure. The equilibrium of the advertising game is characterized for both proactive and …

This paper analyzes persuasive advertising and pricing in oligopoly if firms sell differentiated products and consumers … that the demand-enhancing effect of persuasive advertising varies across consumers and increases in the average degree of … conformity. In equilibrium, both quality and cost leaders choose higher advertising intensities and charge higher prices than …

This paper analyzes persuasive advertising and pricing in oligopoly if firms sell differentiated products and consumers … that the demand-enhancing effect of persuasive advertising varies across consumers and increases in the average degree of … conformity. In equilibrium, both quality and cost leaders choose higher advertising intensities and charge higher prices than …

of advertising and other forms of marketing – central features of all modern market economies. Technically, the paper …

This paper analyzes persuasive advertising and pricing in oligopoly if firms sell differentiated products and consumers … that the demand-enhancing effect of persuasive advertising varies across consumers and increases in the average degree of … conformity. In equilibrium, both quality and cost leaders choose higher advertising intensities and charge higher prices than …

This paper provides new empirical evidence for quarterly U.S. aggregate advertising expenditures, showing that … advertising has a well defined pattern over the Business Cycle. To understand this pattern we develop a general equilibrium model … where targeted advertising increases the marginal utility of the advertised good. Advertising intensity is endogenously …

. Information can come through two different channels: advertising and sequential consumer search. We arrive at the following … results. First, there is no monotone relationship between prices and the degree of advertising. Second, advertising and search … are “substitutes” for a large range of parameters. Third, when the cost of either search or advertising vanishes, the …

This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A … monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising …