Research Note: Additional Learning and Implications on the Role of Informative Advertising

@article{Soberman2004ResearchNA,
  title={Research Note: Additional Learning and Implications on the Role of Informative Advertising},
  author={David A. Soberman},
  journal={Manag. Sci.},
  year={2004},
  volume={50},
  pages={1744-1750}
}
  • D. Soberman
  • Published 1 December 2004
  • Business
  • Manag. Sci.
Observers argue that evidence for the persuasive role of advertising comes from competitive categories where increases in advertising lead to higher average prices. Conversely, others claim that advertising serves a purely informational role. Here, higher levels of advertising lead to better-informed consumers and this should increase competition and stimulate lower prices. The objective of this study is to neither confirm nor refute either of these perspectives. It is rather to show that… 

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