Advertising, learning, and consumer choice in experience good markets: an empirical examination*

Volume: 44, Issue: 3, Pages: 1007 - 1040
Published: Aug 1, 2003
Abstract
This article empirically analyzes different effects of advertising in a nondurable, experience good market. A dynamic learning model of consumer behavior is presented in which I allow both “informative” effects of advertising and “prestige” or “image” effects of advertising. This learning model is estimated using consumer level panel data tracking grocery purchases and advertising exposures over time. Empirical results suggest that in this...
Paper Details
Title
Advertising, learning, and consumer choice in experience good markets: an empirical examination*
Published Date
Aug 1, 2003
Volume
44
Issue
3
Pages
1007 - 1040
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