Technological advances increasingly provide marketers with the opportunity to empower consumers. Consumer empowerment is a positive subjective state evoked by consumer perceptions of increasing control. As a positive state, increasing consumer empowerment should be associated with increasing consumer satisfaction. If such a relationship exists, it may be influenced by a number of contextual var...

I n the United States, selective serotonin reuptake inhibitor (SSRI) antidepressants are advertised directly to consumers [1]. These highly successful direct-to-consumer advertising (DTCA) campaigns have largely revolved around the claim that SSRIs correct a chemical imbalance caused by a lack of serotonin (see Tables 1 and 2). For instance, sertraline (Zoloft) was the sixth best-selling medica...

Does advertising help consumers to find the products they need or push them to buy products they don’t need? In this paper, we study the effects of advertising on consumer mistakes and quantify the resulting effect on consumer welfare in the market for mortgage refinancing. Mortgage borrowers frequently make costly refinancing mistakes by either refinancing when they should wait, or by waiting ...

Advertising is not only as a tool to increase company sales. Fast development of mass communication tools and added new mediums to advertising media have been introduced the advertising as a key element in the success or failure of a company. Due to the intense competition between companies and the fast growth of markets and changes in consumer behavior, advertising is taken into consideration ...