Advertising and Information: An Empirical Study of Search, Experience and Credence Goods

Robert B. Ekelund; Franklin G. Mixon; Rand W. Ressler

doi:10.1108/01443589510086970

Advertising and Information: An Empirical Study of Search, Experience and Credence Goods

Robert B. Ekelund, Franklin G. Mixon, Rand W. Ressler

Economics

Research output: Contribution to journal › Article › peer-review

94 Scopus citations

Abstract

<div class="line" id="line-22"> Investigates empirically the importance of buyer characteristics as well as product and service classifications on the informational content of advertising supply by sellers utilizing  <i> Yellow Pages </i>  advertisements from six US cities. The analysis and tests extend the categories used in previous tests by including so&hyphen;called “credence goods” by analysing the impact of alternative buyer characteristics as proxies for time and information costs. The intra&hyphen;city and, to a lesser extent, inter&hyphen;city comparisons lend support to the contemporary theory of advertising as information.</div><div class="line" id="line-39"> <br/></div><div class="line" id="line-42"> <br/></div>

Original language	American English
Journal	Journal of Economic Studies
Volume	22
DOIs	https://doi.org/10.1108/01443589510086970
State	Published - 1995

Keywords

Advertising
Buying behaviour
Consumer goods
Market segmentation

DC Disciplines

Finance and Financial Management
Business

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10.1108/01443589510086970License: Unspecified

Cite this

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title = "Advertising and Information: An Empirical Study of Search, Experience and Credence Goods",

abstract = " 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&hyphen;called “credence goods” by analysing the impact of alternative buyer characteristics as proxies for time and information costs. The intra&hyphen;city and, to a lesser extent, inter&hyphen;city comparisons lend support to the contemporary theory of advertising as information. ",

keywords = "Advertising, Buying behaviour, Consumer goods, Market segmentation",

author = "Ekelund, {Robert B.} and Mixon, {Franklin G.} and Ressler, {Rand W.}",

note = "Advertising and information: an empirical study of search, experience and credence goods - Author: Robert B. Ekelund, Franklin G. Mixon, Rand W. Ressler",

year = "1995",

doi = "10.1108/01443589510086970",

language = "American English",

volume = "22",

journal = "Journal of Economic Studies",

issn = "0144-3585",

publisher = "Emerald Group Publishing Ltd.",

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TY - JOUR

T1 - Advertising and Information

T2 - An Empirical Study of Search, Experience and Credence Goods

AU - Ekelund, Robert B.

AU - Mixon, Franklin G.

AU - Ressler, Rand W.

N1 - Advertising and information: an empirical study of search, experience and credence goods - Author: Robert B. Ekelund, Franklin G. Mixon, Rand W. Ressler

PY - 1995

Y1 - 1995

N2 - 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&hyphen;called “credence goods” by analysing the impact of alternative buyer characteristics as proxies for time and information costs. The intra&hyphen;city and, to a lesser extent, inter&hyphen;city comparisons lend support to the contemporary theory of advertising as information.

AB - 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&hyphen;called “credence goods” by analysing the impact of alternative buyer characteristics as proxies for time and information costs. The intra&hyphen;city and, to a lesser extent, inter&hyphen;city comparisons lend support to the contemporary theory of advertising as information.

KW - Advertising

KW - Buying behaviour

KW - Consumer goods

KW - Market segmentation

UR - https://www.emerald.com/insight/content/doi/10.1108/01443589510086970/full/html

U2 - 10.1108/01443589510086970

DO - 10.1108/01443589510086970

M3 - Article

SN - 0144-3585

VL - 22

JO - Journal of Economic Studies

JF - Journal of Economic Studies

ER -

Advertising and Information: An Empirical Study of Search, Experience and Credence Goods

Abstract

Keywords

DC Disciplines

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