Marketing Science 2020

When Consumers Learn, Money Burns: Signaling Quality via Advertising with Observational Learning and Word of Mouth

Yogesh V. Joshi¹; Andrés Musalem^2,3

¹ University of Maryland, College Park · ² Complex Engineering System Institute · ³ University of Chile

Abstract

When consumers learn via observations or word of mouth, a firm may strategically spend more on advertising to credibly signal its quality.

DOI

10.1287/mksc.2020.1246

Sources

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Cite

APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓