We sold a million units: the role of advertising past-sales

Detalhes bibliográficos
Autor(a) principal: Moraga-González, José Luis
Data de Publicação: 1999
Outros Autores: Monteiro, P. K.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
Texto Completo: http://hdl.handle.net/10438/547
Resumo: In a market where past-sales embed information about consumers’ tastes (quality), we analyze the seller’s incentives to invest in a costly advertising campaign to report them under two informational assumptions. In the …rst scenario, a pooling equilibrium with past-sales advertising is derived. Information revelation only occurs when the seller bene…ciates from the herding behaviour that the advertising campaign induces on the part of consumers. In the second informational regime, a separating equilibrium with past-sales advertising is computed. Information revelation always happens, either through prices or through costly advertisements.
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spelling Moraga-González, José LuisMonteiro, P. K.Escolas::EPGEFGV2008-05-13T15:26:23Z2010-09-23T18:57:12Z2008-05-13T15:26:23Z2010-09-23T18:57:12Z1999-07-010104-8910http://hdl.handle.net/10438/547In a market where past-sales embed information about consumers’ tastes (quality), we analyze the seller’s incentives to invest in a costly advertising campaign to report them under two informational assumptions. In the …rst scenario, a pooling equilibrium with past-sales advertising is derived. Information revelation only occurs when the seller bene…ciates from the herding behaviour that the advertising campaign induces on the part of consumers. In the second informational regime, a separating equilibrium with past-sales advertising is computed. Information revelation always happens, either through prices or through costly advertisements.engEscola de Pós-Graduação em Economia da FGVEnsaios Econômicos;357Two-sided quality uncertaintyPast-sales advertisingPoolingSignallingHerding behaviourEconomiaEconomiaPublicidade - Modelos econométricosComportamento do consumidorWe sold a million units: the role of advertising past-salesWe sold a million units: the role of advertising past-salesinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlereponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessTHUMBNAIL1202.pdf.jpg1202.pdf.jpgGenerated Thumbnailimage/jpeg4235https://repositorio.fgv.br/bitstreams/74f36e6e-5b51-45be-8099-2a5f5185dc10/download9520f7e105b9b9affe917f87d10df320MD58ORIGINAL1202.pdfapplication/pdf452349https://repositorio.fgv.br/bitstreams/5e82e7b8-f96e-4a87-aaf9-bef6cdf6e1fd/download41c0fab693a053f9fcf3e85a616653abMD52TEXT1202.pdf.txt1202.pdf.txtExtracted texttext/plain51061https://repositorio.fgv.br/bitstreams/d51c3ed7-e470-4b62-b751-3860971f1e37/downloadc867cf3d642cc16bb6816e4cb61cfc17MD5710438/5472023-11-09 17:51:38.383open.accessoai:repositorio.fgv.br:10438/547https://repositorio.fgv.brRepositório InstitucionalPRIhttp://bibliotecadigital.fgv.br/dspace-oai/requestopendoar:39742023-11-09T17:51:38Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV)false
dc.title.eng.fl_str_mv We sold a million units: the role of advertising past-sales
dc.title.alternative.eng.fl_str_mv We sold a million units: the role of advertising past-sales
title We sold a million units: the role of advertising past-sales
spellingShingle We sold a million units: the role of advertising past-sales
Moraga-González, José Luis
Two-sided quality uncertainty
Past-sales advertising
Pooling
Signalling
Herding behaviour
Economia
Economia
Publicidade - Modelos econométricos
Comportamento do consumidor
title_short We sold a million units: the role of advertising past-sales
title_full We sold a million units: the role of advertising past-sales
title_fullStr We sold a million units: the role of advertising past-sales
title_full_unstemmed We sold a million units: the role of advertising past-sales
title_sort We sold a million units: the role of advertising past-sales
author Moraga-González, José Luis
author_facet Moraga-González, José Luis
Monteiro, P. K.
author_role author
author2 Monteiro, P. K.
author2_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas::EPGE
dc.contributor.affiliation.none.fl_str_mv FGV
dc.contributor.author.fl_str_mv Moraga-González, José Luis
Monteiro, P. K.
dc.subject.eng.fl_str_mv Two-sided quality uncertainty
Past-sales advertising
Pooling
Signalling
topic Two-sided quality uncertainty
Past-sales advertising
Pooling
Signalling
Herding behaviour
Economia
Economia
Publicidade - Modelos econométricos
Comportamento do consumidor
dc.subject.por.fl_str_mv Herding behaviour
dc.subject.area.por.fl_str_mv Economia
dc.subject.bibliodata.por.fl_str_mv Economia
Publicidade - Modelos econométricos
Comportamento do consumidor
description In a market where past-sales embed information about consumers’ tastes (quality), we analyze the seller’s incentives to invest in a costly advertising campaign to report them under two informational assumptions. In the …rst scenario, a pooling equilibrium with past-sales advertising is derived. Information revelation only occurs when the seller bene…ciates from the herding behaviour that the advertising campaign induces on the part of consumers. In the second informational regime, a separating equilibrium with past-sales advertising is computed. Information revelation always happens, either through prices or through costly advertisements.
publishDate 1999
dc.date.issued.fl_str_mv 1999-07-01
dc.date.accessioned.fl_str_mv 2008-05-13T15:26:23Z
2010-09-23T18:57:12Z
dc.date.available.fl_str_mv 2008-05-13T15:26:23Z
2010-09-23T18:57:12Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10438/547
dc.identifier.issn.none.fl_str_mv 0104-8910
identifier_str_mv 0104-8910
url http://hdl.handle.net/10438/547
dc.language.iso.fl_str_mv eng
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dc.relation.ispartofseries.por.fl_str_mv Ensaios Econômicos;357
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
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dc.publisher.none.fl_str_mv Escola de Pós-Graduação em Economia da FGV
publisher.none.fl_str_mv Escola de Pós-Graduação em Economia da FGV
dc.source.none.fl_str_mv reponame:Repositório Institucional do FGV (FGV Repositório Digital)
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