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Money Talks: Perceived Advertising Expense and Expected Product Quality

✍ Scribed by Amna Kirmani and Peter Wright


Book ID
111679812
Publisher
University of Chicago Press
Year
1989
Tongue
English
Weight
321 KB
Volume
16
Category
Article
ISSN
0093-5301

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## Abstract We analyze why some firms advertise product quality at a level different from the actual quality of a product. By considering the interacting effects of product quality and advertising, we develop a dynamic model of consumer expectations about product quality and the development of bran