Construct · 1 fields · 1 citations

market power versus information views of advertising: a standalone construct

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Advertising

the competing views that advertising lowers price sensitivity by differentiating brands or raises it by informing consumers about alternatives, reconciled through consideration and preference.

In advertising, market power versus information views of advertising refers to the competing views that advertising lowers price sensitivity by differentiating brands or raises it by informing consumers about alternatives, reconciled through consideration and preference. This meaning comes from Mitra (1995) in Journal of Consumer Research.[1]

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Nearby constructs

consideration3 fields · 5 citationsjingle · one word, three constructs information4 fields · 5 citationsjingle · one word, four constructs market power1 fields · 1 citationsanchor · a standalone construct

References

Mitra, A., & Lynch, Jr., J. G. (1995). Toward a Reconciliation of Market Power and Information Theories of Advertising Effects on Price Elasticity. Journal of Consumer Research, 21(4), 644. https://doi.org/10.1086/209425

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