When consumers learn, money burns : signaling quality via advertising with observational learning and word of mouth
Year of publication: |
2021
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Authors: | Joshi, Yogesh V. ; Musalem, Andrés |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 40.2021, 1, p. 168-188
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Subject: | experience goods | advertising | observational learning | word of mouth | positivity | negativity | game theory | signaling | behavioral industrial organization | Virales Marketing | Viral marketing | Werbung | Advertising | Signalling | Konsumentenverhalten | Consumer behaviour | Lernprozess | Learning process | Spieltheorie | Game theory | Lernen | Learning | Produktqualität | Product quality |
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