| 来源类型 | Discussion paper |
| 规范类型 | 论文 |
| 来源ID | DP8756 |
| DP8756 The advertising mix for a search good | |
| Simon Anderson; Regis Renault | |
| 发表日期 | 2012 |
| 出版年 | 2012 |
| 语种 | 英语 |
| 摘要 | We extend the persuasion game to bring it squarely into the economics of advertising. We model advertising as exciting consumer interest into learning more about the product, and determine a firm's equilibrium choice of advertising content over quality information, price information, and horizontal match information. Equilibrium is unique whenever advertising is necessary. The outcome is a separating equilibrium with quality unravelling. Lower quality firms need to provide more information. For a given quality level, as a function of consumer visit costs, first quality information is disclosed, then price information and then horizontal product information are added to the advertising mix. Some suggestive evidence is provided from airline ads in newspapers. |
| 主题 | Industrial Organization |
| 关键词 | Advertising Content analysis Information Persuasion game Search |
| URL | https://cepr.org/publications/dp8756 |
| 来源智库 | Centre for Economic Policy Research (United Kingdom) |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/537592 |
| 推荐引用方式 GB/T 7714 | Simon Anderson,Regis Renault. DP8756 The advertising mix for a search good. 2012. |
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