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The Advertising Mix for a Search Good

dc.contributor.authorRenault, Régis
dc.contributor.authorAnderson, Simon P.
dc.date.accessioned2014-01-11T13:13:41Z
dc.date.available2014-01-11T13:13:41Z
dc.date.issued2013-01
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/12407
dc.language.isoenen
dc.subjectPersuasion gameen
dc.subjectSearchen
dc.subjectContent analysisen
dc.subjectAdvertisingen
dc.subjectEquilibriumen
dc.subjectInformationen
dc.subjectLearningen
dc.subject.ddc338.5en
dc.subject.classificationjelL15en
dc.subject.classificationjelD42en
dc.subject.classificationjelM37en
dc.subject.classificationjelD83en
dc.titleThe Advertising Mix for a Search Gooden
dc.typeArticle accepté pour publication ou publié
dc.contributor.editoruniversityotherUniversité de Cergy-Pontoise;France
dc.contributor.editoruniversityotherUniversity of Virginia , Charlottesville;États-Unis
dc.description.abstractenWe extend the persuasion game to bring it squarely into the economics of advertising. We model advertising as exciting consumer interest into learning more about the product, and determine a firm's equilibrium choice of advertising content over quality information, price information, and horizontal match information. Equilibrium is unique whenever advertising is necessary. The outcome is a separating equilibrium with quality unravelling. Lower-quality firms need to provide more information. For a given quality level, as a function of consumer visit costs, first quality information is disclosed, then price information and then horizontal product information are added to the advertising mix. Some suggestive evidence is provided from airline ads in newspapers.en
dc.relation.isversionofjnlnameManagement Science
dc.relation.isversionofjnlvol59en
dc.relation.isversionofjnlissue1en
dc.relation.isversionofjnldate2013-01
dc.relation.isversionofjnlpages69-83en
dc.relation.isversionofdoihttp://dx.doi.org/10.1287/mnsc.1120.1575
dc.relation.isversionofjnlpublisherINFORMSen
dc.subject.ddclabelMicroéconomieen
dc.relation.forthcomingnonen
dc.relation.forthcomingprintnonen


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