Temporal Differences in the Role of Marketing Communication in New Product Categories

  title={Temporal Differences in the Role of Marketing Communication in New Product Categories},
  author={Sridhar Narayanan and Puneet Manchanda and Pradeep Chintagunta},
Marketing communication plays a major role in influencing consumer purchases in new product categories. An important question about this communication relates to the roles it plays over the life cycle of the new product category. One effect of marketing communication is to reduce uncertainty about product quality. Since this affects consumers choice decisions only through the updation of consumers’ perceptions about product quality, we term this as the indirect effect. In contrast, we term all… CONTINUE READING
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