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O Efeito da Publicidade Experimentável na Fixação do Preço dos Bens Duráveis

Listed author(s):
  • Carlos Osório


    (Departamento de Gestão e Economia, Universidade da Beira Interior)

  • Paulo Maçãs


    (Departamento de Gestão e Economia, Universidade da Beira Interior)

  • João Leitão


    (Departamento de Gestão e Economia, Universidade da Beira Interior)

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.

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Paper provided by Universidade da Beira Interior, Departamento de Gestão e Economia (Portugal) in its series Working Papers de Gestão, Economia e Marketing (Management, Economics and Marketing Working Papers) with number 1/2001.

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Date of creation: 2001
Handle: RePEc:csh:wpecon:1/2001
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