Data/hora: 10/06/2024 06:27:58

Provedor de dados: | 31
País: | United States
Título: | Dynamic Informative Advertising of New Experience Goods
Autores: | Saak,   Alexander E.
Data: | 2010-05-02
Ano: | 2010
Palavras-chave: | Monopoly; Private Information; Consumer Learning; Informative Advertising; Consumer/Household Economics; Industrial Organization; Marketing.
Resumo: | This paper analyzes the optimal informative advertising and price policies of a monopolist who sells a new experience good over time to a population of heterogeneous buyers.  Under certain conditions, the advertising rate first increases and then decreases over the marketing cycle with a peak occurring at the end of the introductory period when prices are low.  Advertising lowers introductory prices but also shortens the period during which they are offered. Advertising raises the share of consumers who know their valuation in the long-run but not necessarily in the short-run
Tipo: | Conference Paper or Presentation
Idioma: | Inglês
Identificador: | http://purl.umn.edu/61326

Relação:

Agricultural and Applied Economics Association&gt;2010 Annual Meeting, July 25-27, 2010, Denver, Colorado

Selected Paper

11852

Formato: | 39