We sold a million units: the role of advertising past-sales
Autor(a) principal: | |
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Data de Publicação: | 1999 |
Outros Autores: | |
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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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 |
format |
article |
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publishedVersion |
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 |
language |
eng |
dc.relation.ispartofseries.por.fl_str_mv |
Ensaios Econômicos;357 |
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info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
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 |
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