Although advertising persuades through overt appeals to reason or emotion, we focus on the indirect process by which advertising influences the interpretation of objective product evidence. We investigate how two factors moderate advertising-evidence interactions: the ambiguity of the evidence...

Previous research has shown that most consumer packaged goods markets are in long-run competitive equilibrium. In most categories, a given brand’s market share is stationary, showing remarkable stability over long time horizons (10 years). This empirical generalization has been attributed to...