Browsing Economics publications (MU) by Title "Competing for Customers' Attention: Advertising When Consumers Have Imperfect Memory"
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Competing for Customers' Attention: Advertising When Consumers Have Imperfect Memory
(Department of Economics, 2006)This paper applies the theory of memory for advertising, developed in the consumer behavior literature, to an industrial organization setting to provide insight into advertising strategies in imperfectly competitive markets. ...