Byzalov, Dmitri; Shachar, Ron - 2004
purchase a product is due to the informative nature of ads and to consumers' risk-aversion. We show that the findings of … consumers are risk-neutral. When this assumption is relaxed, we find that exposure to advertising does not have any direct … on the purchase probability: (a) the risk reduction effect, and (b) a direct effect on the utility. We demonstrate …