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Empirically Distinguishing Informative and Prestige Effects of Advertising

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Author Info
Ackerberg, Daniel A

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Abstract

This article introduces techniques to empirically distinguish different effects of brand advertising in nondurable, experience goods markets. I argue that advertisements that give consumers product information should primarily affect consumers who have never tried the brand, whereas advertisements that create prestige or image effects should affect both inexperienced and experienced users. I apply this empirical argument to consumer-level data on purchases of a newly introduced brand of yogurt. Empirical results indicate that the advertisements for this brand primarily affect inexperienced users of the brand. I conclude that the primary effect of these advertisements was that of informing consumers. Copyright 2001 by the RAND Corporation.

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Publisher Info
Article provided by The RAND Corporation in its journal RAND Journal of Economics.

Volume (Year): 32 (2001)
Issue (Month): 2 (Summer)
Pages: 316-33
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Handle: RePEc:rje:randje:v:32:y:2001:i:2:p:316-33

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  1. Pradeep Chintadunta & Renna Jiang & Ginger Z. Jin, 2008. "Information, Learning, and Drug Diffusion: the Case of Cox-2 Inhibitors," NBER Working Papers 14252, National Bureau of Economic Research, Inc. [Downloadable!] (restricted)
  2. Beth A. Freeborn & Jason P. Hulbert, 2009. "Persuasive and Informative Advertising: A Classroom Experiment," Working Papers 85, Department of Economics, College of William and Mary. [Downloadable!]
  3. Ken Hendricks & Alan Sorensen, 2006. "Information Spillovers in the Market for Recorded Music," NBER Working Papers 12263, National Bureau of Economic Research, Inc. [Downloadable!] (restricted)
  4. Matthew Shum, 1998. "Characterizing Informational Barriers To Entry In The Anti-Ulcer Drug Market," Working Papers mshum-98-03, University of Toronto, Department of Economics. [Downloadable!]
  5. Susan Athey & Guido Imbens, 2006. "Discrete Choice Models with Multiple Unobserved Choice Characteristics," Levine's Bibliography 122247000000001040, UCLA Department of Economics. [Downloadable!]
  6. Ari Hyytinen & Tuomas Takalo, 2004. "Multihoming in the Market for Payment Media: Evidence from Young Finnish Consumers," Discussion Papers 893, The Research Institute of the Finnish Economy. [Downloadable!]
    Other versions:
  7. Kristin Kiesel & Sofia Villas-Boas, 2007. "Got Organic Milk? Consumer Valuations of Milk Labels after the Implementation of the USDA Organic Seal," Journal of Agricultural & Food Industrial Organization, Berkeley Electronic Press, vol. 5(1), pages 1152-1152. [Downloadable!] (restricted)
    Other versions:
  8. Ivan Maryanchyk, 2008. "Are Ratings Informative Signals? The Analysis of The Netflix Data," Working Papers 08-22, NET Institute, revised Oct 2008. [Downloadable!]
  9. Kristin Kiesel & Sofia Villas-Boas, 2008. "Another Nutritional Label--Experimenting with Grocery Store Shelf Labels and Consumer Choice--," Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series 1060, Department of Agricultural & Resource Economics, UC Berkeley. [Downloadable!]
  10. Ching, Andrew & Ishihara, Masakazu, 2007. "The Effects of Detailing on Prescribing Decisions under Quality Uncertainty," MPRA Paper 4935, University Library of Munich, Germany, revised 17 Apr 2008. [Downloadable!]
  11. Maarten C.W. Janssen & Marielle C. Non, 2006. "Going where the Ad leads you: On High Advertised Prices and Search where to buy," Tinbergen Institute Discussion Papers 06-075/1, Tinbergen Institute. [Downloadable!]
  12. Hyytinen, Ari & Takalo, Tuomas, 2008. "Consumer awareness and the use of payment media: evidence from young Finnish consumers," Research Discussion Papers 2/2008, Bank of Finland. [Downloadable!]
  13. Steven T. Berry & Philip A. Haile, 2009. "Nonparametric Identification of Multinomial Choice Demand Models with Heterogeneous Consumers," NBER Working Papers 15276, National Bureau of Economic Research, Inc. [Downloadable!] (restricted)
    Other versions:
  14. KIESEL, Kristin, 2008. ""A Definition at Last, but What Does It All Mean?"—Newspaper Coverage of the USDA Organic Seal and its Effects on Food Purchases-," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6351, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association). [Downloadable!]
  15. Genesove, David & Simhon, Avi, 2008. "Seasonality and the Effect of Advertising on Price," CEPR Discussion Papers 6999, C.E.P.R. Discussion Papers. [Downloadable!] (restricted)
  16. Hamilton, Stephen F. & Richards, Timothy J. & Stiegert, Kyle W., 2009. "How Does Advertising Affect Market Performance? The Case of Generic Advertising," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49187, Agricultural and Applied Economics Association. [Downloadable!]
  17. James Hilger & Greg Rafert & Sofia Villas-Boas, 2007. "Expert Opinion and the Demand for Experience Goods: An Experimental Approach," Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series 1049, Department of Agricultural & Resource Economics, UC Berkeley. [Downloadable!]
  18. Tülin Erdem & Michael Keane & Baohong Sun, 2008. "The impact of advertising on consumer price sensitivity in experience goods markets," Quantitative Marketing and Economics, Springer, vol. 6(2), pages 139-176, June. [Downloadable!] (restricted)
  19. Eugene Choo & Robert Clark, 2006. "The Effectiveness of Anti-Smoking Campaigns over the Life-Cycle and the Role of Information," Working Papers tecipa-263, University of Toronto, Department of Economics. [Downloadable!]
  20. Griffith, Rachel & Nesheim, Lars, 2008. "Household Willingness to Pay for Organic Products," CEPR Discussion Papers 6905, C.E.P.R. Discussion Papers. [Downloadable!] (restricted)
    Other versions:
  21. Jean-Pierre Dubé & Günter Hitsch & Puneet Manchanda, 2005. "An Empirical Model of Advertising Dynamics," Quantitative Marketing and Economics, Springer, vol. 3(2), pages 107-144, June. [Downloadable!] (restricted)
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