We run in-store blind taste tests between a retailer's private label food brands and the leading national brand … expectations about the relative quality of the private labels relative to national brands. However, they predict a relatively low … structural model of demand, we find that the intervention increases the preference for the private label brands, but decreases …

This paper analyzes persuasive advertising and pricing in oligopoly if firms sell differentiated products and consumers … that the demand-enhancing effect of persuasive advertising varies across consumers and increases in the average degree of … conformity. In equilibrium, both quality and cost leaders choose higher advertising intensities and charge higher prices than …