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O Efeito Da Publicidade Experimentável Na Fixação Do Preço Dos Bens Duráveis

Author

Listed:
  • Paulo Maçãs

    (University of Beira Interior)

  • João Leitão

    (University of Beira Interior)

  • Carlos Osório

    (University of Beira Interior)

Abstract

Resumo: O consumidor de um bem durável tem uma expectativa face ao momento futuro, que é caracterizada pelo usufruto de uma inovação do produto introduzida através da publicidade experimentável, a qual contribui para a diminuição do preço dos bens duráveis no momento actual. A expectativa de substituir o bem durável pelo seu sucedâneo inovado, no futuro, faz com que a curva da procura de consumidores de maior nível de rendimento se torne mais inclinada, ao passo que aquela que diz respeito aos consumidores de menor nível de rendimento se torna menos inclinada. Abstract: The consumer by facing the future generates an expectation characterised by the utility of a product innovation introduced through trialable advertising, which at present length of time squeezes down the durable price. The willingness to replace the durable in the future, on the one hand, increases the slope of the high income consumer demand curve and, on the other hand, decreases the slope of the low income consumer demand curve.

Suggested Citation

  • Paulo Maçãs & João Leitão & Carlos Osório, 2003. "O Efeito Da Publicidade Experimentável Na Fixação Do Preço Dos Bens Duráveis," Microeconomics 0303001, University Library of Munich, Germany.
    • Handle: RePEc:wpa:wuwpmi:0303001
    Note: Type of Document - Tex/WordPerfect/Handwritten; prepared on IBM PC - PC-TEX/UNIX Sparc TeX; to print on HP/PostScript/Franciscan monk; pages: 25 ; figures: included/request from author/draw your own
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    Keywords

    Durable Goods; Price; Trialable Advertising.;
    All these keywords.

    JEL classification:

    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • D42 - Microeconomics - - Market Structure, Pricing, and Design - - - Monopoly
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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