Advertising and information

Investigates empirically the importance of buyer characteristics as well as product and service classifications on the informational content of advertising supply by sellers utilizing Yellow Pages advertisements from six US cities. The analysis and tests extend the categories used in previous tests...

Full description

Saved in:
Bibliographic Details
Published in:Journal of economic studies (Bradford) 1995-04, Vol.22 (2), p.33-43
Main Authors: Ekelund, Robert B., Mixon, Franklin G., Ressler, Rand W.
Format: Article
Language:English
Subjects:
Advertising
Buying behaviour
Consumer goods
Market segmentation
USA
Citations: Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Investigates empirically the importance of buyer characteristics as well as product and service classifications on the informational content of advertising supply by sellers utilizing Yellow Pages advertisements from six US cities. The analysis and tests extend the categories used in previous tests by including so-called "credence goods" by analysing the impact of alternative buyer characteristics as proxies for time and information costs. The intra-city and, to a lesser extent, inter-city comparisons lend support to the contemporary theory of advertising as information.
ISSN:0144-3585
1758-7387
DOI:10.1108/01443589510086970