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- catalog abstract "Previous empirical studies demonstrated that exposure to advertisements increases a consumers' tendency to buy the promoted product. Thestandard interpretation of this empirical regularity is that advertising intensity is an element of the utility. Here we show that if consumers are risk-averse and advertising conveys information about product attributes, the empirical regularity can be explained even without assuming that utility is a function of ad intensity.".
- catalog contributor b12943950.
- catalog contributor b12943951.
- catalog contributor b12943952.
- catalog created "c2002.".
- catalog date "2002".
- catalog date "c2002.".
- catalog dateCopyrighted "c2002.".
- catalog description "Includes bibliographical references.".
- catalog description "Previous empirical studies demonstrated that exposure to advertisements increases a consumers' tendency to buy the promoted product. Thestandard interpretation of this empirical regularity is that advertising intensity is an element of the utility. Here we show that if consumers are risk-averse and advertising conveys information about product attributes, the empirical regularity can be explained even without assuming that utility is a function of ad intensity.".
- catalog extent "8 p. ;".
- catalog isPartOf "Working paper (Harvard Business School. Division of Research) ; 02-099.".
- catalog isPartOf "Working paper / Division of Research, Harvard Business School ; 02-099".
- catalog issued "2002".
- catalog issued "c2002.".
- catalog language "eng".
- catalog publisher "[Boston] : Division of Research, Harvard Business School,".
- catalog title "Risk aversion and apparently persuasive advertising / Bharat N. Anand, Ron Shachar.".
- catalog type "text".