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When Consumers Learn, Money Burns: Signaling Quality via Advertising with Observational Learning and Word of Mouth
Marketing Science ( IF 4.0 ) Pub Date : 2020-10-06 , DOI: 10.1287/mksc.2020.1246
Yogesh V. Joshi 1 , Andres Musalem 2, 3
Affiliation  

When consumers learn via observations or word of mouth, a firm may strategically spend more on advertising to credibly signal its quality.

中文翻译:

当消费者学习时,金钱就燃烧了:通过观察性学习和口口相传的广告来传达质量

当消费者通过观察或口口相传来学习时,公司可能会策略性地花更多的钱在广告上,以可靠地表明其质量。
更新日期:2020-10-06
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