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| Author: | Mitra, A. Lynch, J. Jr |
| Title: | Advertising effects on consumer welfare: prices paid and liking for brands selected |
| Journal: | Marketing Letters
1996 : JAN, VOL. 7:1, p. 19-30 |
| Index terms: | MARKETING ADVERTISING INFORMATION |
| Language: | eng |
| Abstract: | The effect of advertising on consumer welfare has been the subject of dispute among economists, arising largely from disagreement among scholars regarding the persuasive versus the informative role of advertising. This paper reports two experiments that explore the welfare implications of advertising effects. Experiment 1 shows that the same advertisements can either increase or decrease prices paid for selected brands , depending on the degree to which the choice situation requires brands to be recalled in order to be considered. |
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