The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
On the Simple Economics of Advertising, Marketing, and Product Design
Open accessAbstract
We propose a framework for analyzing transformations of demand. Such transformations frequently stem from changes in the dispersion of consumers' valuations, which lead to rotations of the demand curve. In many settings, profits are a U-shaped function of dispersion. High dispersion is complemented by niche production, and low dispersion is complemented by mass-market supply. We investigate numerous applications, including product design; advertising, marketing and sales advice; and the construction of quality-differentiated product lines. We also suggest a new taxonomy of advertising, distinguishing between hype, which shifts demand, and real information, which rotates demand.
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Citations
Cites
A New Approach to Consumer Theory
Lancaster, K. J. (1966) · Journal of Political Economy · doi:10.1086/259131 · Cited by 8,471
Mussa, M., & Rosen, S. (1978) · Journal of Economic Theory · doi:10.1016/0022-0531(78)90085-6 · Cited by 3,306
Advertising, learning, and consumer choice in experience good markets: An empirical examination
Ackerberg, D. A. (2003) · International Economic Review · doi:10.1111/1468-2354.t01-2-00098 · Cited by 476
Cited by
Information Manipulation, Coordination, and Regime Change*
Edmond, C. (2013) · The Review of Economic Studies · doi:10.1093/restud/rdt020 · Cited by 433
Kwark, Y., Chen, J., & Raghunathan, S. (2017) · MIS Quarterly · doi:10.25300/misq/2017/41.3.05 · Cited by 350
Information Disclosure as a Matching Mechanism: Theory and Evidence from a Field Experiment
Tadelis, S., & Zettelmeyer, F. (2015) · American Economic Review · doi:10.1257/aer.20110753 · Cited by 124
Platform Siphoning: Ad-Avoidance and Media Content
Anderson, S. P., & Gans, J. S. (2011) · American Economic Journal: Microeconomics · doi:10.1257/mic.3.4.1 · Cited by 87
Metadata
- Authors
- Johnson, J. P., & Myatt, D. P.
- Venue
- American Economic Review
- Publisher
- American Economic Association
- Published
- 2006-05-01
- Volume
- 96
- Issue
- 3
- Pages
- 756-784
- ISSN
- 0002-8282 (ISSN-L)
- OpenAlex
- W3125569873
- Cited by
- 631
- References
- 3
- FWCI
- 56.31
- Type
- journal article
- Language
- en
- Open access
- green
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
