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Evaluation and associations: A neural-network model of advertising and consumer choice

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  • Bhatt, Meghana A.
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    Abstract

    We propose a neurally motivated network model of advertising where advertisements create complementarities among the directly observable attributes of a product, allowing a brand to obtain social value. The formalization of this process allows us to examine the indirect effects of advertising in addition to how ads might affect the decision utility of a product. We focus mainly on the externalities, both positive (spillovers) and negative (dilution), predicted by this model.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Economic Behavior & Organization.

    Volume (Year): 82 (2012)
    Issue (Month): 1 ()
    Pages: 236-255

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    Handle: RePEc:eee:jeborg:v:82:y:2012:i:1:p:236-255

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    Web page: http://www.elsevier.com/locate/jebo

    Related research

    Keywords: Advertising and marketing; Neuroeconomics;

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    9. Matthew Ellman & Fabrizio Germano, 2009. "What do the Papers Sell? A Model of Advertising and Media Bias," Economic Journal, Royal Economic Society, vol. 119(537), pages 680-704, 04.
    10. Meyvis, Tom & Janiszewski, Chris, 2002. " Consumers' Beliefs about Product Benefits: The Effect of Obviously Irrelevant Product Information," Journal of Consumer Research, University of Chicago Press, vol. 28(4), pages 618-35, March.
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