search query: @indexterm POWER / total: 583
reference: 241 / 583
| Author: | Mitra, A. Lynch, J. Jr. |
| Title: | Toward a reconciliation of market power and information theories of advertising effects on price elasticity |
| Journal: | Journal of Consumer Research
1995 : MAR, VOL. 21:4, p. 644-659 |
| Index terms: | CONSUMER RESEARCH INFORMATION POWER |
| Language: | eng |
| Abstract: | Prior work on the economic effects of advertising has presented conflicting views. Some authors have suggested that advertising creates market power by artificially differentiating brands and thereby lowering price elasticity. Others have viewed advertising as an efficient source of information about the existence of substitutes arguing that advertising increases price elasticity. The present research proposes a unifying theoretical model in which advertising affects price elasticity through its influence on two mediating contracts. |
SCIMA