Advertising and information an empirical study of search, experience and credence goods

Advertising and information an empirical study of search, experience and credence goods Investigates empirically the importance of buyer characteristics as well as product and service classifications on the informational content of advertising supply by sellers utilizing Yellow Pages advertisements from six US cities. The analysis and tests extend the categories used in previous tests by including so‐called “credence goods” by analysing the impact of alternative buyer characteristics as proxies for time and information costs. The intra‐city and, to a lesser extent, inter‐city comparisons lend support to the contemporary theory of advertising as information. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Economic Studies Emerald Publishing

Advertising and information an empirical study of search, experience and credence goods

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Abstract

Investigates empirically the importance of buyer characteristics as well as product and service classifications on the informational content of advertising supply by sellers utilizing Yellow Pages advertisements from six US cities. The analysis and tests extend the categories used in previous tests by including so‐called “credence goods” by analysing the impact of alternative buyer characteristics as proxies for time and information costs. The intra‐city and, to a lesser extent, inter‐city comparisons lend support to the contemporary theory of advertising as information.

Journal

Journal of Economic StudiesEmerald Publishing

Published: Apr 1, 1995

Keywords: Advertising; Buying behaviour; Consumer goods; Market segmentation; USA

References

  • An objective measure of search versus experience goods
    Laband, D.

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