This chapter offers a comprehensive survey of the economic analysis of advertising. A first
objective is to organize the literature in a manner that clarifies what is known. A second …

We offer an econometric framework that models consumer's consideration set formation as
an outcome of her costly information search behavior. Because frequently purchased …

This article introduces techniques to empirically distinguish different effects of brand
advertising in nondurable, experience-goods markets. I argue that advertisements that give …

Nelson [J. Polit. Econ. 78 (1970) 311; J. Polit. Econ. 81 (1974) 729; Nelson P. The economic
value of advertising. In: Brozen Y, editor. Advertising and society. New York: New York Univ …

Until recently, brand identities were built by firms via brand image advertising. However, the
flourishing consumer communication weakened the firms' grip on their brands. The …

We develop a field experiment that assesses whether advertising can serve as a signal that
enhances consumers' evaluations of advertised goods. We implement the experiment on a …

This paper addresses the issue of whether firms use price or advertising to signal quality
and whether advertising has pro-or anti-competitive effects. We show that, when there is …

I present a strategic model of competition in price and availability in which demand is
uncertain and consumers choose where to shop given firms' observable prices and their …

Theoretical work on experience goods sets out three empirical questions. How accurate is
information at initial purchase? How rapidly do consumers learn from product experiences …

In this paper we use Nielsen scanner panel data on four categories of consumer goods to
examine how TV advertising and other marketing activities affect the demand curve facing a …