Advertising and Consumer Awareness of New, Differentiated Products
نویسندگان
چکیده
منابع مشابه
Advertising , Consumer Awareness and Choice :
Does advertising serve to (i) increase awareness of a product, (ii) increase the likelihood that the product is considered carefully, or (iii) does it shift consumer utility conditional on having considered it? We utilize a detailed data set on consumers’ shopping behavior and choices over retail bank accounts to investigate advertising’s effect on product awareness, consideration, and choice. ...
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ژورنال
عنوان ژورنال: Journal of Marketing Research
سال: 2012
ISSN: 0022-2437,1547-7193
DOI: 10.1509/jmr.11.0045