2003
DOI: 10.1590/s0034-71402003000200004
|View full text |Cite
|
Sign up to set email alerts
|

We sold a million units: the role of advertising past-sales

Abstract: Summary: 1. Introduction; 2. The model; 3. The first-period optimal decision; 4. The basic case: Second-generation buyers are uninformed; 5. Extension: Second-generation consumers are better informed; 6. Conclusions.Keywords: two-sided uncertainty; past-sales advertising; pooling; signalling; herding.JEL codes: D82; L15; M37.In a market where past-sales embody information about consumers' tastes, we analyze a seller's incentives to invest in a costly advertising campaign to report past-sales. If consumers are … Show more

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...

Citation Types

0
1
0

Year Published

2011
2011
2013
2013

Publication Types

Select...
2

Relationship

0
2

Authors

Journals

citations
Cited by 2 publications
(1 citation statement)
references
References 18 publications
0
1
0
Order By: Relevance
“…For a survey of the literature on network externalities, seeKatz and Shapiro (1994).11 Caminal and Vives (1996) analyze the importance of past market share as a signal of product quality Monteiro and Gonzalez (2003). analyze the role of past-sales advertising as a corporate strategy.Grinblatt, Keoharju, and Ikäheimo (2008) find that the purchases of neighbors influence a consumer's purchases of automobiles.12 There is also the bandwagon effect(Leibenstein, 1950) Becker (1991).…”
mentioning
confidence: 99%
“…For a survey of the literature on network externalities, seeKatz and Shapiro (1994).11 Caminal and Vives (1996) analyze the importance of past market share as a signal of product quality Monteiro and Gonzalez (2003). analyze the role of past-sales advertising as a corporate strategy.Grinblatt, Keoharju, and Ikäheimo (2008) find that the purchases of neighbors influence a consumer's purchases of automobiles.12 There is also the bandwagon effect(Leibenstein, 1950) Becker (1991).…”
mentioning
confidence: 99%