A comprehensive theoretical framework for understanding consumers information search behavior is presented. Unlike previous research, our model not only identifies what factors affect consumers search behavior, but also how they interact with each other. In particular, it emphasizes the...

Despite a 20-year trend toward integrated marketing communications, advertisers seldom coordinate television and search advertising campaigns. We find that television advertising for financial services brands increases both the number of related Google searches and searchers’ tendency to use...

In dem vorliegenden Buch zeigt Philipp Hoberg, dass die Ausspielung individualisierter Informationsangebote Unternehmen im E-Commerce ein großes Potenzial zur Generierung strategischer Wettbewerbsvorteile in einem hoch-kompetitiven Umfeld eröffnet. Zudem beschreibt der Autor die Möglichkeiten...

Bayesian consumers infer that hidden add-on prices (e.g. the cost of ink for a printer) are likely to be high prices. If consumers are Bayesian, firms will not shroud information in equilibrium. However, shrouding may occur in an economy with some myopic (or unaware) consumers. Such shrouding...