Advertising and information
- 1 April 1995
- journal article
- research article
- Published by Emerald Publishing in Journal of Economic Studies
- Vol. 22 (2) , 33-43
- https://doi.org/10.1108/01443589510086970
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.This publication has 11 references indexed in Scilit:
- AN OBJECTIVE MEASURE OF SEARCH VERSUS EXPERIENCE GOODSEconomic Inquiry, 1991
- The Durability of Informational Signals and the Content of AdvertisingJournal of Advertising, 1989
- Advertising as Information: An Empirical NoteThe Review of Economics and Statistics, 1986
- Breaking Free from Product MarketingJournal of Marketing, 1977
- Advertising as InformationJournal of Political Economy, 1974
- Job Market SignalingThe Quarterly Journal of Economics, 1973
- Free Competition and the Optimal Amount of FraudThe Journal of Law and Economics, 1973
- Information and Consumer BehaviorJournal of Political Economy, 1970
- A New Approach to Consumer TheoryJournal of Political Economy, 1966
- The Economics of InformationJournal of Political Economy, 1961