Advertising in a Competitive Market: The Role of Product Standards, Customer Learning, and Switching Costs

Vol. L (August 2013), 489–504 *Eric T. Anderson is Hartmarx Professor of Marketing, Kellogg School of Management, Northwestern University (e-mail: eric-anderson@ northwestern. edu). Duncan Simester is NTU Professor of Management Science, MIT Sloan School of Management, Massachusetts Institute of Technology (e-mail: [email protected]). The authors thank their research assistant, Hojin Jung, for his contribution to this work. This article has benefited from seminar participants at the 2010 Yale Customer Insights Conference and the 2011 Yale Marketing-Industrial Organization Conference, together with audiences at the University of Alberta; University of California, Berkeley; Carnegie Mellon University; Massachusetts Institute of Technology; and University of Wisconsin– Madison. Teck Ho served as associate editor for this article. ERIC T. ANDERSON and DUNCAN SIMESTER*