ALBERT — All Library Books, journals and Electronic Records Telegrafenberg

Hits per page

hit 1 - 1 | 1 hit

Select All Export

Electronic Resource

Is advertising rational? (1991)

Davis, Evan ; Kay, John ; Star, Jonathan

Oxford, UK : Blackwell Publishing Ltd

Business strategy review 2 (1991), S. 0

add to mindlist on the mindlist

Details

ISSN: 1467-8616

Source: Blackwell Publishing Journal Backfiles 1879-2005

Topics: Economics

Notes: Advertising is not a process by which gullible consumers are persuaded to buy things they don't want, according to the authors of this paper. Instead, it furnishes consumers with some useful information. It is not so much the claims made by advertisers that are helpful, but the fact that they are willing to spend extravagant amounts of money on a product that is informative. The authors find tentative evidence for this view of advertising and discuss its implications.

Type of Medium: Electronic Resource

URL: http://dx.doi.org/10.1111/j.1467-8616.1991.tb00156.x

	Location	Call Number	Expected	Availability

Others were also interested in ...

Paper (German National Licenses)

Fulltext

hit 1 - 1 | 1 hit