Uninformative advertising as an invitation to search

Marketing Science

Volumn 30, Issue 4, 2011, Pages 666-685

  Mayzlin, Dina ^a   Shin, Jiwoong ^a  

^a YALE UNIVERSITY   (United States)

Author keywords

Advertising; Advertising content; Attribute; Consumer search; Nonattribute focused advertising; Quality signal; Uninformative advertising

Indexed keywords

EID: 80051630944     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1110.0651     Document Type: Article

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