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I'm Not a High-Quality Firm -- But I Play One on TV

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  • Mark N. Hertzendorf

Abstract

This article investigates the role of noise in a multidimensional signalling game. A monopolist that offers a high- or low-quality product can signal its quality to consumers through its selection of price and advertising. It is shown that when the advertising channel is noisy there is no separating equilibrium where the monopolist will simultaneously employ both signalling mechanisms. Advertising will take place only when price is uncorrelated to quality. Furthermore, the noise complicates the process of consumer inference. This enables a low-quality firm to take advantage of consumer ignorance by partially mimicking the strategy of the high-quality firm.

Suggested Citation

  • Mark N. Hertzendorf, 1993. "I'm Not a High-Quality Firm -- But I Play One on TV," RAND Journal of Economics, The RAND Corporation, vol. 24(2), pages 236-247, Summer.
  • Handle: RePEc:rje:randje:v:24:y:1993:i:summer:p:236-247
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    Cited by:

    1. KISS Marietta & KUN Andras Istvan, 2014. "Analysis Of The Signaling Hypothesis In Higher Education Marketing Via Classroom Experiment," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1005-1012, July.
    2. Ignatius Horstmann & Sridhar Moorthy, 2003. "Advertising Spending and Quality for Services: The Role of Capacity," Quantitative Marketing and Economics (QME), Springer, vol. 1(3), pages 337-365, September.
    3. Ruiz-Aliseda, Francisco, 2009. "Misinformative advertising," IESE Research Papers D/809, IESE Business School.
    4. Daughety, Andrew F. & Reinganum, Jennifer F., 2007. "Competition and confidentiality: Signaling quality in a duopoly when there is universal private information," Games and Economic Behavior, Elsevier, vol. 58(1), pages 94-120, January.
    5. Taylor Randall & Karl Ulrich & David Reibstein, 1998. "Brand Equity and Vertical Product Line Extent," Marketing Science, INFORMS, vol. 17(4), pages 356-379.
    6. Nick Feltovich & Rick Harbaugh & Ted To, "undated". "Signaling and Countersignaling: A Theory of Understatement," Claremont Colleges Working Papers 1999-21, Claremont Colleges.
    7. Andrew F. Daughety & Jennifer F. Reinganum, 2008. "Imperfect competition and quality signalling," RAND Journal of Economics, RAND Corporation, vol. 39(1), pages 163-183.
    8. TRUYTS, Tom, 2012. "Stochastic signaling: information substitutes and complements," CORE Discussion Papers 2012022, Université catholique de Louvain, Center for Operations Research and Econometrics (CORE).
    9. de Haan, Thomas & Offerman, Theo & Sloof, Randolph, 2011. "Noisy signaling: Theory and experiment," Games and Economic Behavior, Elsevier, vol. 73(2), pages 402-428.
    10. Jeitschko, Thomas D. & Normann, Hans-Theo, 2012. "Signaling in deterministic and stochastic settings," Journal of Economic Behavior & Organization, Elsevier, vol. 82(1), pages 39-55.
    11. Andrew F. Daughety & Jennifer F. Reinganum, 2005. "Secrecy and Safety," American Economic Review, American Economic Association, vol. 95(4), pages 1074-1091, September.
    12. Moorthy, Sridhar & Hawkins, Scott A., 2005. "Advertising repetition and quality perception," Journal of Business Research, Elsevier, vol. 58(3), pages 354-360, March.
    13. Dragan Filipovich, 2001. "Price dynamics in a two-period reputation model," Estudios Económicos, El Colegio de México, Centro de Estudios Económicos, vol. 16(2), pages 185-201.
    14. Utaka, Atsuo, 2008. "Pricing strategy, quality signaling, and entry deterrence," International Journal of Industrial Organization, Elsevier, vol. 26(4), pages 878-888, July.
    15. Ian McCarthy, 2008. "Simulating Sequential Search Models with Genetic Algorithms: Analysis of Price Ceilings, Taxes, Advertising and Welfare," Caepr Working Papers 2008-010, Center for Applied Economics and Policy Research, Economics Department, Indiana University Bloomington.
    16. Haiyan Liu, 2016. "A Structural Model of Advertising Signaling and Social Learning: The Case of the Motion Picture Industry," Working Papers 0216, University of South Florida, Department of Economics.
    17. Jie Bai, 2016. "Melons as Lemons: Asymmetric Information, Consumer Learning and Seller Reputation," Natural Field Experiments 00540, The Field Experiments Website.
    18. Moraga-Gonzalez, Jose Luis, 2000. "Quality uncertainty and informative advertising," International Journal of Industrial Organization, Elsevier, vol. 18(4), pages 615-640, May.
    19. repec:eee:indorg:v:55:y:2017:i:c:p:91-113 is not listed on IDEAS
    20. Moraga González, José Luis, 1997. "Quality uncetainty and informative advertising," UC3M Working papers. Economics 6040, Universidad Carlos III de Madrid. Departamento de Economía.
    21. repec:kap:qmktec:v:15:y:2017:i:1:d:10.1007_s11129-016-9177-2 is not listed on IDEAS
    22. Kim, Jeong-Yoo, 2002. "Product compatibility as a signal of quality in a market with network externalities," International Journal of Industrial Organization, Elsevier, vol. 20(7), pages 949-964, September.
    23. Silvia Martínez-Gorricho, 2012. "Beneficial consumer fraud," Working Papers. Serie AD 2012-13, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
    24. Ennio Bilancini & Leonardo Boncinelli, 2014. "Small Noise in Signaling Selects Pooling on Minimum Signal," Center for Economic Research (RECent) 101, University of Modena and Reggio E., Dept. of Economics "Marco Biagi".

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