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

  • Bhatt, Meghana A.
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    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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    File URL: http://www.sciencedirect.com/science/article/pii/S0167268112000170
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    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
    Contact details of provider: Web page: http://www.elsevier.com/locate/jebo

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    1. Shleifer, Andrei & Mullainathan, Sendhil & Schwartzstein, Joshua, 2008. "Coarse Thinking and Persuasion," Scholarly Articles 11022284, Harvard University Department of Economics.
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    6. John Crespi & St├ęphan Marette, 2002. "Generic Advertising and Product Differentiation," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 84(3), pages 691-701.
    7. Frank M. Bass & Anand Krishnamoorthy & Ashutosh Prasad & Suresh P. Sethi, 2005. "Generic and Brand Advertising Strategies in a Dynamic Duopoly," Marketing Science, INFORMS, vol. 24(4), pages 556-568, February.
    8. A. Michael Spence, 1977. "Entry, Capacity, Investment and Oligopolistic Pricing," Bell Journal of Economics, The RAND Corporation, vol. 8(2), pages 534-544, Autumn.
    9. Brown, Christina L & Carpenter, Gregory S, 2000. " Why Is the Trivial Important? A Reasons-Based Account for the Effects of Trivial Attributes on Choice," Journal of Consumer Research, University of Chicago Press, vol. 26(4), pages 372-85, March.
    10. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74, pages 132.
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