A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality

Tülin Erdem
Tülin Erdem
[email protected]
Stern School of Business, New York University, New York, New York 10012
Search for more papers by this author
,
Michael P. Keane
Michael P. Keane
[email protected]
University of Technology Sydney, Sydney, Australia 2006, and Arizona State University, Tempe, Arizona 85287
Search for more papers by this author
,
Baohong Sun
Baohong Sun
[email protected]
Tepper School of Business, Carnegie Mellon University, Pittsburgh, Pennsylvania 15213
Search for more papers by this author

Tülin Erdem

[email protected]

Stern School of Business, New York University, New York, New York 10012

Search for more papers by this author

Michael P. Keane

[email protected]

University of Technology Sydney, Sydney, Australia 2006, and Arizona State University, Tempe, Arizona 85287

Search for more papers by this author

Baohong Sun

[email protected]

Tepper School of Business, Carnegie Mellon University, Pittsburgh, Pennsylvania 15213

Search for more papers by this author

Published Online:23 May 2008https://doi.org/10.1287/mksc.1080.0362

Supplemental Material

mksc.1080.0362-sm.pdf (385 KB)

Cited by
- I’ll be there for you: frontline employee-guided instruction and consumer learning in the service retail environment
  Journal of Business Research, Vol. 215
- Is It Beneficial to Recommend Differently Priced Products? Experimental Evidence From Online Recommender Systems
  12 November 2025 | Production and Operations Management, Vol. 35, No. 5
- How consumer-brand interactions differ in the metaverse versus physical, social media, and Web environments
  17 December 2025 | Journal of Product & Brand Management, Vol. 35, No. 4
- Product Information Display Optimization with Quality Uncertainty and Returns
  Yang Lu,
  Ruxian Wang,
  Xiaoming Yan,
  Yugang Yu
  18 February 2026 | Manufacturing & Service Operations Management, Vol. 0, No. 0
- Consequences of perceived brand globalness and localness on brand consistency and clarity
  11 April 2025 | Spanish Journal of Marketing - ESIC, Vol. 30, No. 1
- Human–Algorithmic Bias: Source, Evolution, and Impact
  Xiyang Hu,
  Yan Huang,
  Beibei Li,
  Tian Lu
  9 September 2025 | Management Science, Vol. 72, No. 1
- Impact of recent brand consumption on brand choice: The role of uncertainty
  International Journal of Research in Marketing, Vol. 80
- Promotion elasticities of national and store brands: The effect of price level and brand type on promotion elasticity
  Journal of Retailing, Vol. 38
- Impacts of reference quality effect on supply chain decisions
- The Signaling Value of Internal Employee Coordination
  27 May 2025 | Journal of Accounting Research, Vol. 63, No. 5
- Do early birds catch the worms? The role of early-bird terms in startup crowdfunding
  7 October 2025 | Internet Research, Vol. 39
- Social Heart and Business Sense: Translating Corporate Social Responsibility into Gross Margin Premium per Mandatory Corporate Social Responsibility Law in India
  22 May 2025 | Production and Operations Management, Vol. 34, No. 10
- Greenwashing in ESG information disclosure: An intertemporal signaling game approach
  International Journal of Production Economics, Vol. 287
- Investor Learning in Crowdfunded Supply Chain Finance Markets
  24 February 2025 | Production and Operations Management, Vol. 34, No. 8
- Product advertising and financial analyst forecasts
  Journal of Accounting and Public Policy, Vol. 51
- Algorithmic pricing: Implications for marketing strategy and regulation
  International Journal of Research in Marketing, Vol. 26
- Are Brand Value and Firm Value Related? An Empirical Examination
  23 March 2021 | Global Business Review, Vol. 26, No. 2
- Understanding the Impact of Reviews on Consumer Product Choices Under Negotiated Pricing
  Jisu Cao,
  Sha Yang
  22 April 2024 | Management Science, Vol. 71, No. 1
- Contracting and advertising for e-commerce platforms with private-effectiveness information
  Transportation Research Part E: Logistics and Transportation Review, Vol. 192
- What drives user interest and purchase of virtual 3D assets? An empirical investigation of 3D model attributes and pricing dynamics
  Electronic Commerce Research and Applications, Vol. 68
- Optimal advertising structure in the presence of a platform owner’s entry
  Transportation Research Part E: Logistics and Transportation Review, Vol. 191
- Financing an online newsvendor with considering the impact of advertising strategy
  5 March 2024 | International Journal of Production Research, Vol. 62, No. 19
- Joint optimization of dynamic pricing, quality, and production quantity in the presence of online reviews: A distributionally robust optimization approach
  Computers & Operations Research, Vol. 169
- Promoting sales of knowledge products on knowledge payment platforms: A large-scale study with a machine learning approach
  Journal of Innovation & Knowledge, Vol. 9, No. 3
- Stock investors' reaction to layoff announcements: A meta‐analysis
  21 September 2023 | Human Resource Management Journal, Vol. 34, No. 3
- Soda Taxes and Marketing Conduct
  27 October 2023 | Journal of Marketing Research, Vol. 61, No. 3
- NPS spillover in brand extensions: An empirical study
  2 January 2024 | International Journal of Market Research, Vol. 66, No. 2-3
- Digital Platform Complementors and the Number of Product Features: Evidence from the Apple iOS App Store
  2 June 2023 | British Journal of Management, Vol. 35, No. 2
- Can the Conditional Rebate Strategy Work? Signaling Quality via Induced Online Reviews
  29 December 2023 | Journal of Theoretical and Applied Electronic Commerce Research, Vol. 19, No. 1
- Advertising as Information for Ranking E-Commerce Search Listings
  Joonhyuk Yang,
  Navdeep S. Sahni,
  Harikesh S. Nair,
  Xi Xiong
  14 July 2023 | Marketing Science, Vol. 43, No. 2
- Impact of online information on the pricing and profits of firms with different levels of brand reputation
  Information & Management, Vol. 61, No. 1
- Optimal Pricing and Quality Decisions in Supply Chains With Consumers’ Anticipated Regret and Online Celebrity Retailers
  IEEE Transactions on Engineering Management, Vol. 71
- Does Bad Medical News Reduce Preferences for Generic Drugs?
  4 June 2023 | Journal of Marketing, Vol. 88, No. 1
- Product Display Optimization with Quality Uncertainty and Return
  1 January 2024 | SSRN Electronic Journal, Vol. 26
- Algorithmic Pricing: Implications for Consumers, Managers, and Regulators
  1 January 2024 | SSRN Electronic Journal, Vol. 13
- An exploration of ripple effects of advertising among major suppliers in a supply chain network
  Journal of Business Research, Vol. 169
- Probing permanent price reduction strategy of manufacturer brands: pre- and post-purchase perceptions
  23 December 2022 | Journal of Revenue and Pricing Management, Vol. 22, No. 6
- Competence or warmth: why do consumers pay for green advertising?
  19 May 2023 | Asia Pacific Journal of Marketing and Logistics, Vol. 35, No. 11
- Impact of price and regional factors on the word-of-mouth in the food delivery sector
  10 July 2022 | Applied Economics Letters, Vol. 30, No. 17
- From High Bar to Uneven Bars: The Impact of Information Granularity in Quality Certification
  Xiang Hui,
  Zekun Liu,
  Weiqing Zhang
  20 January 2023 | Management Science, Vol. 69, No. 10
- Brand Building to Deter Entry and Its Impact on Brand Value
  Ron N. Bar,
  Avery Haviv
  30 January 2023 | Management Science, Vol. 69, No. 9
- Cross‐category revenue spillover in brand extensions: The role of within‐category experience
  21 June 2023 | Journal of Consumer Behaviour, Vol. 22, No. 5
- Post-Pandemic Tourist Behavior in the Context of the Industrial Revolution 4.0: An Empirical Study in Vietnam
  25 August 2023 | VNU University of Economics and Business, Vol. 3, No. 4
- Dynamic Evaluation of Project Governance in Collaborative Innovation Projects: A Case of Industry Technology Research Institute
  17 August 2023 | Sustainability, Vol. 15, No. 16
- Consumer skepticism, advertising regulation, and the internet: Questions worth exploring
  12 June 2023 | Journal of Consumer Affairs, Vol. 57, No. 3
- Linkage Between Brand Value and Firm Performance: An Empirical Examination Using Fuzzy Set Qualitative Comparative Analysis
  24 August 2023 | Sage Open, Vol. 13, No. 3
- Every Coin has Two Sides: The Effect of Price Discount on Consumer Behavior of Digital Reading Platform
  22 May 2023 | Journal of Data, Information and Management, Vol. 5, No. 1-2
- Does Company Size Shape Product Quality Inferences? Larger Companies Make Better High-Tech Products, but Smaller Companies Make Better Low-Tech Products
  4 December 2022 | Journal of Marketing Research, Vol. 60, No. 3
- Scenarios for optimizing timing for new product exits: a trifecta of models' predictive performances
  10 June 2022 | Benchmarking: An International Journal, Vol. 30, No. 5
- Learning to Successfully Hire in Online Labor Markets
  Marios Kokkodis,
  Sam Ransbotham
  26 August 2022 | Management Science, Vol. 69, No. 3
- Immediate and enduring effects of digital badges on online content consumption and generation
  International Journal of Research in Marketing, Vol. 40, No. 1
- The price paid: Heuristic thinking and biased reference points in the housing market
  Journal of Urban Economics, Vol. 134
- Advertising and pricing decisions for signaling crowdfunding product’s quality
  Computers & Industrial Engineering, Vol. 176
- Identifying Cues and Their Effects in a Retail Store
  15 December 2023
- Do as You Say, or I Will: Retail signal congruency in buy‐online‐pickup‐in‐store and negative word‐of‐mouth
  15 September 2022 | Journal of Business Logistics, Vol. 44, No. 1
- Culture as a Signal: Evidence from a Natural Field Experiment
  1 January 2023 | SSRN Electronic Journal, Vol. 47
- The dark side of innovation: How new SKUs affect brand choice in the presence of consumer uncertainty and learning
  International Journal of Research in Marketing, Vol. 39, No. 4
- When and How Should Firms Differentiate? Quality and Advertising Decisions in a Duopoly
  26 April 2022 | Journal of Marketing Research, Vol. 59, No. 6
- A Theory of Marketing’s Contribution to Customers’ Perceived Value
  14 September 2022 | Journal of Creating Value, Vol. 8, No. 2
- Optimal decisions for the innovative enterprise considering brand goodwill and consumers’ quality expectation
  Computers & Industrial Engineering, Vol. 172
- Retail price discount depth and perceived quality uncertainty
  Journal of Retailing, Vol. 98, No. 3
- Effects of online reviews and competition on quality and pricing strategies
  1 October 2022 | Production and Operations Management, Vol. 31, No. 10
- Optimal remanufacturing strategy in the presence of consumer reviews
  Electronic Commerce Research and Applications, Vol. 55
- Innovative value-based price assessment in data-rich environments: Leveraging online review analytics through Data Envelopment Analysis to empower managers and entrepreneurs
  Technological Forecasting and Social Change, Vol. 182
- The effect of advertising strategies on a short video platform: evidence from TikTok
  11 August 2022 | Industrial Management & Data Systems, Vol. 122, No. 8
- Digital analytics approach to understanding short video advertising in digital marketing
  25 April 2022 | Journal of Marketing Theory and Practice, Vol. 30, No. 3
- Artists Finding Galleries: Entrepreneurs Gaining Legitimacy in the Art Market
  10 October 2020 | Entrepreneurship Theory and Practice, Vol. 46, No. 4
- The moderate-reputation trap: Evidence from a Chinese cross-border business-to-business e-commerce portal
  21 July 2020 | Asia Pacific Journal of Management, Vol. 39, No. 2
- Price promotions and “freemium” app monetization
  12 July 2022 | Quantitative Marketing and Economics, Vol. 20, No. 2
- Information effects of warehouse automation on sales in omnichannel retailing
  Journal of Retailing and Consumer Services, Vol. 66
- Are 1-endings the new 9-endings? An alternative for generating price discount perceptions
  Journal of Retailing and Consumer Services, Vol. 66
- Point-of-sale cigarette pricing strategies and young adult smokers’ intention to purchase cigarettes: an online experiment
  25 February 2021 | Tobacco Control, Vol. 31, No. 3
- Multimodal cooperative learning for micro-video advertising click prediction
  15 June 2021 | Internet Research, Vol. 32, No. 2
- Overcoming the challenge of low familiarity: Can a weakly familiar brand signal quality with exceptionally strong warranty?
  Journal of Business Research, Vol. 141
- How Physical Stores Enhance Customer Value: The Importance of Product Inspection Depth
  30 September 2021 | Journal of Marketing, Vol. 86, No. 2
- Market entry strategy in the presence of market spillovers and efficiency differentiation
  12 March 2021 | Naval Research Logistics (NRL), Vol. 69, No. 1
- A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling
  Journal of Business Research, Vol. 139
- Regulating Product Communication
  American Economic Journal: Microeconomics, Vol. 14, No. 1
- Green Advertising on Social Media: Brand Authenticity Mediates the Effect of Different Appeals on Purchase Intent and Digital Engagement
  1 November 2021 | Journal of Current Issues & Research in Advertising, Vol. 43, No. 1
- Influence of Livestreaming Viewership on the Life Cycle of Entertainment Products: Evidence from Twitch and Steam
  SSRN Electronic Journal, Vol. 24
- Uncovering The Source of Machine Bias
  SSRN Electronic Journal, Vol. 11
- Capabilities for Collaborative Innovation of Technological Alliance: A Knowledge-Based View
  IEEE Transactions on Engineering Management, Vol. 68, No. 6
- Program characteristics and price in MBAs: The interactive effects of external quality signals and co-creation processes
  The International Journal of Management Education, Vol. 19, No. 3
- Identifying local bias on peer-to-peer rental platforms
  International Journal of Hospitality Management, Vol. 99
- Are Dealers Still Relevant? How Dealer Service Quality Impacts Manufacturer Success
  1 October 2021 | Production and Operations Management, Vol. 30, No. 10
- How does public recognition affect price sensitivity to green products? The role of self‐construal and temporal distance
  8 May 2021 | Psychology & Marketing, Vol. 38, No. 8
- Price? Quality? Or Sustainability? Segmenting by Disposition Toward Self-other Tradeoffs Predicts Consumers’ Sustainable Decision-Making
  18 March 2020 | Journal of Business Ethics, Vol. 172, No. 2
- Buying a New Product with Inconsistent Product Reviews from Multiple Sources: The Role of Information Diagnosticity and Advertising
  31 January 2022 | Journal of Interactive Marketing, Vol. 55, No. 1
- Sufficient statistics for unobserved heterogeneity in structural dynamic logit models
  Journal of Econometrics, Vol. 223, No. 2
- The Relationship Between Online Referral Marketing and Price Promotion: Evidence from a Large E-Commerce Platform
  7 December 2021 | Journal of Management Information Systems, Vol. 38, No. 3
- The Effect of Individual Online Reviews on Purchase Likelihood
  Prasad Vana,
  Anja Lambrecht
  13 May 2021 | Marketing Science, Vol. 40, No. 4
- Thumbs down on “likes”? The impact of Facebook reactions on online consumers’ nonprofit engagement behavior
  6 January 2021 | International Review on Public and Nonprofit Marketing, Vol. 18, No. 2
- Pricing and advertising in a supply chain in the presence of strategic consumers
  Omega, Vol. 101
- The Geographical Distance between Producers and Consumers of the Organic Street Markets: The Case of Belo Horizonte, Brazil
  18 May 2021 | Logistics, Vol. 5, No. 2
- Location, location … mailing location? The impact of address as a signal
  Journal of Business Research, Vol. 128
- Evaluating consumers’ choices of Medicare Part D plans: A study in behavioral welfare economics
  Journal of Econometrics, Vol. 222, No. 1
- The Interaction Effects of Online Reviews, Brand, and Price on Consumer Hotel Booking Decision Making
  4 April 2020 | Journal of Travel Research, Vol. 60, No. 4
- When Will Workers Follow an Algorithm? A Field Experiment with a Retail Business
  Kohei Kawaguchi
  19 June 2020 | Management Science, Vol. 67, No. 3
- “This wine is dead!”: unravelling the effect of word-of-mouth and its moderators in price-based wine quality perceptions
  27 October 2020 | British Food Journal, Vol. 123, No. 3
- Forecasting week-to-week television ratings using reduced-form and structural dynamic models
  International Journal of Forecasting, Vol. 37, No. 1
- Advertising as Information for Ranking E-Commerce Search Listings
  SSRN Electronic Journal, Vol. 127
- The Value of Own Delivery Service by Online Retailers in Emerging Markets
  SSRN Electronic Journal, Vol. 105
- Impact of Pricing on Online Reviews: A Field Experiment
  SSRN Electronic Journal, Vol. 122
- Temporal Distance and Price Responsiveness: Empirical Investigation of the Cruise Industry
  Mingyu Joo,
  Dinesh K. Gauri,
  Kenneth C. Wilbur
  13 July 2020 | Management Science, Vol. 66, No. 11
- Brand relevance and the effects of product proliferation across product categories
  8 June 2020 | Journal of the Academy of Marketing Science, Vol. 48, No. 6
- Using product development information to spur the adoption of continuous improvement products
  10 June 2020 | Journal of the Academy of Marketing Science, Vol. 48, No. 6
- Brand user imagery clarity (BUIC): conceptualization, measurement, and consequences
  27 June 2020 | Journal of Brand Management, Vol. 27, No. 6
- How much do consumers know about the quality of products? Evidence from the diaper market
  12 December 2019 | The Japanese Economic Review, Vol. 71, No. 4
- Responsible Sourcing under Asymmetric Information: Price Signaling versus Supplier Disclosure
  14 August 2020 | Decision Sciences, Vol. 51, No. 5
- One Size Fits All? The Differential Impact of Online Reviews and Coupons
  1 October 2020 | Production and Operations Management, Vol. 29, No. 10
- Optimizing Two-Sided Promotion for Transportation Network Companies: A Structural Model with Conditional Bayesian Learning
  Jinyang Zheng,
  Fei Ren,
  Yong Tan,
  Xi Chen
  30 July 2020 | Information Systems Research, Vol. 31, No. 3
- Search Duration
  Raluca M. Ursu,
  Qingliang Wang,
  Pradeep K. Chintagunta
  31 July 2020 | Marketing Science, Vol. 39, No. 5
- Guess Who Buys Cheap? The Effect of Consumers’ Goal Orientation on Product Preference
  1 December 2019 | Journal of Consumer Psychology, Vol. 30, No. 3
- Understanding consumer perceptions of quality based on package size: the moderating role of the evaluation context
  6 May 2020 | International Journal of Retail & Distribution Management, Vol. 48, No. 7
- Consumers can learn and can forget – Modeling the dynamic decision procedure when watching TV
  Journal of Management Science and Engineering, Vol. 5, No. 2
- The Rise of Online Grocery Shopping in China: Which Brands Will Benefit?
  17 April 2020 | Journal of International Marketing, Vol. 28, No. 2
- Services under new management: the myth of a fresh start
  Journal of Services Marketing, Vol. 34, No. 4
- Changing consumers’ minds at the point of sale: price discounts vs. in-store advertising
  15 February 2020 | Marketing Letters, Vol. 31, No. 1
- Inferring brand integrity from marketing communications: The effects of brand transparency signals in a consumer empowerment context
  Journal of Business Research, Vol. 109
- Brand expansion through reverse socialization: an example of iPhone in China
  Qualitative Market Research: An International Journal, Vol. 23, No. 1
- The Price Paid: Heuristic Thinking and Biased Reference Points in the Housing Market
  SSRN Electronic Journal, Vol. 61
- A Safety Signaling Game for Small and Medium-sized Manufacturing Enterprises in the Supply Chain
  International Journal of Information Systems and Supply Chain Management, Vol. 13, No. 1
- Online Product Reviews-Triggered Dynamic Pricing: Theory and Evidence
  Juan Feng,
  Xin Li,
  Xiaoquan (Michael) Zhang
  5 December 2019 | Information Systems Research, Vol. 30, No. 4
- Invest in Information or Wing It? A Model of Dynamic Pricing with Seller Learning
  Guofang Huang,
  Hong Luo,
  Jing Xia
  24 October 2019 | Management Science, Vol. 65, No. 12
- Impact of Free Contributions on Private Benefits in Online Healthcare Communities
  19 September 2019 | International Journal of Electronic Commerce, Vol. 23, No. 4
- Understanding the Social Learning Effect in Contagious Switching Behavior
  Mandy Mantian Hu,
  Sha Yang,
  Daniel Yi Xu
  19 July 2019 | Management Science, Vol. 65, No. 10
- Signalling Game of Online Store Quality Based on Service Recovery
  IOP Conference Series: Earth and Environmental Science, Vol. 332, No. 4
- Marketing communication in the digital age: online ads, online WOM and mobile game adoptions
  Nankai Business Review International, Vol. 10, No. 3
- Is a Municipal Boundary a Good Stratification Variable?
  21 February 2019 | Social Indicators Research, Vol. 144, No. 3
- Exploring brand strength's nomological net and its dimensional dynamics
  Journal of Retailing and Consumer Services, Vol. 49
- Gear Manufacturers as Contestants in Sports Competitions: Breeding and Branding Returns
  22 March 2019 | Journal of Marketing, Vol. 83, No. 3
- Modeling social learning on consumers’ long-term usage of a mobile technology: a Bayesian estimation of a Bayesian learning model
  10 December 2018 | Electronic Commerce Research, Vol. 19, No. 1
- Dynamic effects of price promotions: field evidence, consumer search, and supply-side implications
  4 October 2018 | Quantitative Marketing and Economics, Vol. 17, No. 1
- The economics of brands and branding
- Investigating the Effect of Global Brand on Willingness to Pay More by Mediation of Brand Perceived Quality, Brand Image, and Brand Prestige
- Price Promotions in 'Freemium' Settings
  SSRN Electronic Journal, Vol. 23
- Dynamic Effect of Digital Badges in User-Generated Content Platforms
  SSRN Electronic Journal, Vol. 35
- Is movie success a judgment device? When more is not better
  17 October 2018 | Psychology & Marketing, Vol. 35, No. 12
- Consumer learning of product quality with time delay: Insights from spatial price equilibrium models with differentiated products
  Omega, Vol. 81
- Marketing as a Risk Management Mechanism with Applications in Agriculture, Resources, and Food Management
  Annual Review of Resource Economics, Vol. 10, No. 1
- Risk knowledge, product knowledge, and brand benefits for purchase intentions: Experiences with air purifiers against city smog in China
  15 February 2018 | Human and Ecological Risk Assessment: An International Journal, Vol. 24, No. 7
- Customer Learning in Call Centers from Previous Waiting Experiences
  Seyed Morteza Emadi,
  Jayashankar M. Swaminathan
  9 August 2018 | Operations Research, Vol. 66, No. 5
- Generalized Nash Equilibrium Model of the Service Provisioning Problem in Multi-Cloud Competitions
- When Discounts Hurt Sales: The Case of Daily-Deal Markets
  Zike Cao,
  Kai-Lung Hui,
  Hong Xu
  20 July 2018 | Information Systems Research, Vol. 29, No. 3
- Supply chain decisions with reference quality effect under the O2O environment
  31 January 2017 | Annals of Operations Research, Vol. 268, No. 1-2
- Empirical Analysis of Brands: A Survey
  2 July 2018 | The Japanese Economic Review, Vol. 69, No. 3
- Pricing When Customers Have Limited Attention
  Tamer Boyacı,
  Yalçın Akçay
  25 May 2017 | Management Science, Vol. 64, No. 7
- Bumpy Rides: School‐to‐work Transitions in South Africa
  19 September 2017 | LABOUR, Vol. 32, No. 2
- Cognitive outcomes of brand heritage: A signaling perspective
  Journal of Business Research, Vol. 85
- The Relationships of Competition and Demographics to the Pricing of Health Insurance Premiums in Affordable Care Act–Era Health Insurance Markets
  1 April 2018 | Journal of Public Policy & Marketing, Vol. 37, No. 1
- Quantifying the Impact of Social Influence on the Information Technology Implementation Process by Physicians: A Hierarchical Bayesian Learning Approach
  Haijing Hao,
  Rema Padman,
  Baohong Sun,
  Rahul Telang
  5 February 2018 | Information Systems Research, Vol. 29, No. 1
- Marketing as a Risk Management Mechanism with Applications in Agriculture, Resources, and Food Management
  SSRN Electronic Journal, Vol. 15
- Sufficient Statistics for Unobserved Heterogeneity in Structural Dynamic Logit Models
  SSRN Electronic Journal, Vol. 66
- Is Early Product Release Preannouncement a Signal for High Product Quality?
  SSRN Electronic Journal, Vol. 44
- Search Duration
  SSRN Electronic Journal, Vol. 44
- When and How Should Firms Differentiate? Quality, Advertising and Pricing Decisions in a Duopoly
  SSRN Electronic Journal, Vol. 32
- Investigating the Spillover Effect of Keyword Market Entry in Sponsored Search Advertising
  Shijie Lu,
  Sha Yang
  30 August 2017 | Marketing Science, Vol. 36, No. 6
- CSR Initiatives as Market Signals: A Review and Research Agenda
  24 October 2015 | Journal of Business Ethics, Vol. 146, No. 1
- An analytical model of the relationship between product quality and advertising
  European Journal of Operational Research, Vol. 263, No. 1
- Consumer Risk‐reduction Behavior and New Product Purchases
  16 January 2017 | Managerial and Decision Economics, Vol. 38, No. 7
- Emotions, price and quality expectations in hotel services
  30 May 2016 | Journal of Vacation Marketing, Vol. 23, No. 4
- New developments in behavioral pricing research
  25 October 2016 | Journal of Business Economics, Vol. 87, No. 6
- Trial or No Trial: Supplying Costly Signals to Improve Profits*
  28 June 2016 | Decision Sciences, Vol. 48, No. 4
- How previous positive experiences with store brands affect purchase intention in emerging countries
  International Marketing Review, Vol. 34, No. 4
- Measuring and Understanding Brand Value in a Dynamic Model of Brand Management
  Ron N. Borkovsky,
  Avi Goldfarb,
  Avery M. Haviv,
  Sridhar Moorthy
  11 May 2017 | Marketing Science, Vol. 36, No. 4
- Be a “Superhost”: The importance of badge systems for peer-to-peer rental accommodations
  Tourism Management, Vol. 60
- What does delay in coupon redemptions imply? An investigation into customers' future purchase probability
- Is a Core–Periphery Network Good for Knowledge Sharing? A Structural Model of Endogenous Network Formation on a Crowdsourced Customer Support Forum1
  1 June 2017 | MIS Quarterly, Vol. 41, No. 2
- Profit earning and monetary loss bidding in online entertainment shopping: the impacts of bidding patterns and characteristics
  21 October 2016 | Electronic Markets, Vol. 27, No. 1
- Sales Promotion Models
  14 July 2017
- Empirical Models of Learning Dynamics: A Survey of Recent Developments
  14 July 2017
- Investigating the Spillover Effect of Keyword Market Entry in Sponsored Search Advertising
  SSRN Electronic Journal, Vol. 48
- A Structural Model of Advertising Signaling and Social Learning: The Case of the Motion Picture Industry
  SSRN Electronic Journal, Vol. 32
- What Does this Discount Tell You? Investigating the Impact of Pre-Promotion Price Effects
  SSRN Electronic Journal, Vol. 32
- Dynamic Effects of Price Promotions: Field Evidence, Consumer Search, and Supply-Side Implications
  SSRN Electronic Journal, Vol. 23
- Brand Building to Deter Entry and Its Impact on Brand Value
  SSRN Electronic Journal, Vol. 12
- Launch Price and Advertising as Strategic Substitutes: Evidence from Pharmaceutical Markets
  1 January 2017 | SSRN Electronic Journal, Vol. 39
- What to stress, to whom and where? A cross-country investigation of the effects of perceived brand benefits on buying intentions
  International Journal of Research in Marketing, Vol. 33, No. 4
- The Information-Economics Perspective on Brand Equity
  31 August 2016 | Foundations and Trends® in Marketing, Vol. 10, No. 1
- Discrete choice model of customer behavior and empirical study
- Navigating by the Stars: Investigating the Actual and Perceived Validity of Online User Ratings
  10 September 2015 | Journal of Consumer Research, Vol. 42, No. 6
- Pricing When Customers Have Limited Attention
  SSRN Electronic Journal, Vol. 59
- Optimizing Two-Sided Promotion for Transportation Network Companies: A Structural Model with Conditional Bayesian Learning
  SSRN Electronic Journal, Vol. 73
- The double benefits of consumer certainty: combining risk and range effects
  13 February 2014 | Marketing Letters, Vol. 26, No. 4
- Exploration- and Exploitation-Oriented Marketing Strategies and Sales Growth in Emerging Markets
  27 August 2015 | Customer Needs and Solutions, Vol. 2, No. 4
- The Economic Value of Online Reviews
  Chunhua Wu,
  Hai Che,
  Tat Y. Chan,
  Xianghua Lu
  17 September 2015 | Marketing Science, Vol. 34, No. 5
- Consumer learning and evolution of consumer brand preferences
  10 July 2015 | Quantitative Marketing and Economics, Vol. 13, No. 3
- Effect of temporal spacing between advertising exposures: Evidence from online field experiments
  26 August 2015 | Quantitative Marketing and Economics, Vol. 13, No. 3
- Business Analytics in Action
  3 August 2015
- Product involvement, price perceptions, and brand loyalty
  Journal of Product & Brand Management, Vol. 24, No. 4
- Perceived brand quality as a way to superior customer perceived value crossing by moderating effects
  Journal of Product & Brand Management, Vol. 24, No. 2
- The Impact of Category Prices on Store Price Image Formation: An Empirical Analysis
  1 April 2015 | Journal of Marketing Research, Vol. 52, No. 2
- Learning from Experience, Simply
  Song Lin,
  Juanjuan Zhang,
  John R. Hauser
  5 September 2014 | Marketing Science, Vol. 34, No. 1
- An Online Reference Pricing System Using Business Analytics: The Case of a Rent-a-Car Company
  SSRN Electronic Journal, Vol. 84
- Temporal Distance and Price Elasticity
  SSRN Electronic Journal, Vol. 31
- Invest in Information or Wing It? A Model of Dynamic Pricing with Seller Learning
  SSRN Electronic Journal, Vol. 44
- A Dynamic Structural Model of Endogenous Consumer Reviews in Durable Goods Markets
  SSRN Electronic Journal, Vol. 12
- Shocks to Brand Equity: An Information Economics Perspective on the US Auto Industry 2006–2011
  29 August 2014 | Customer Needs and Solutions, Vol. 1, No. 4
- A simple method to estimate the roles of learning, inventories and category consideration in consumer choice
  Journal of Choice Modelling, Vol. 13
- Quantifying search and switching costs in the US auto insurance industry
  29 October 2014 | The RAND Journal of Economics, Vol. 45, No. 4
- The effects of the antecedents of service purchase intention in the context of monetary sales promotion
  Acta Oeconomica, Vol. 64, No. Supplement-2
- The effect of weather on the demand for rooms in the Taiwanese hotel industry: An examination
  Tourism Management Perspectives, Vol. 12
- Crowdsourcing New Product Ideas Under Consumer Learning
  Yan Huang,
  Param Vir Singh,
  Kannan Srinivasan
  2 July 2014 | Management Science, Vol. 60, No. 9
- How do advertised brands benefit from private labels? An application of rational expectations models
  8 May 2014 | Applied Economics, Vol. 46, No. 24
- The effects of affective and utilitarian brand relationships on brand consideration
  27 June 2014 | Journal of Brand Management, Vol. 21, No. 6
- Choosing a digital content strategy: How much should be free?
  International Journal of Research in Marketing, Vol. 31, No. 2
- Flexible‐Duration Extended Warranties with Dynamic Reliability Learning
  1 April 2014 | Production and Operations Management, Vol. 23, No. 4
- Understanding User Visiting Behavior and Web Design: Applying Simultaneous Choice Model to Content Arrangement
  16 May 2014
- Examining the Social Influence on Information Technology Sustained Use in a Community Health System: A Hierarchical Bayesian Learning Method Analysis
- Agile Pricing: How Online Product Reviews Influence Firm Pricing Strategies
  SSRN Electronic Journal, Vol. 24
- An Empirical Study of the Dynamics of Brand Building
  SSRN Electronic Journal, Vol. 67
- Structural State Dependence and Consumers' Unobserved Heterogeneity: A Case Study of the U.S. Coffee Market
  SSRN Electronic Journal, Vol. 80
- Invited Paper—Learning Models: An Assessment of Progress, Challenges, and New Developments
  Andrew T. Ching,
  Tülin Erdem,
  Michael P. Keane
  5 September 2013 | Marketing Science, Vol. 32, No. 6
- An empirical investigation of brand equity: drivers and their consequences
  British Food Journal, Vol. 115, No. 9
- Patterns in consumption-based learning about brand quality for consumer packaged goods
  International Journal of Research in Marketing, Vol. 30, No. 3
- Dual effect-based market segmentation and price optimization
  Journal of Business Research, Vol. 66, No. 4
- Product market advertising effects on the method of payment in M&A
  Managerial Finance, Vol. 39, No. 4
- (De)marketing to Manage Consumer Quality Inferences
  1 February 2013 | Journal of Marketing Research, Vol. 50, No. 1
- The Advertising Mix for a Search Good
  Simon P. Anderson,
  Régis Renault,
  20 August 2012 | Management Science, Vol. 59, No. 1
- Sustaining Sustainability
  4 June 2013
- Trait‐based Adoption Models Using Ex‐Ante and Ex‐Post Approaches
  22 May 2012 | American Journal of Agricultural Economics, Vol. 95, No. 2
- Hyper-Media Search and Consumption
  SSRN Electronic Journal, Vol. 44
- Effect of Temporal Spacing between Advertising Exposures: Evidence from Online Field Experiments
  SSRN Electronic Journal, Vol. 48
- Dynamic Effectiveness of Advertising and Word of Mouth in Sequential Distribution of New Products
  1 August 2012 | Journal of Marketing Research, Vol. 49, No. 4
- Dual role of price and myopia in a marketing channel
  European Journal of Operational Research, Vol. 219, No. 2
- Consumption-Based Cross-Brand Learning: Are Private Labels Really Private?
  1 April 2012 | Journal of Marketing Research, Vol. 49, No. 2
- The Joint Sales Impact of Frequency Reward and Customer Tier Components of Loyalty Programs
  Praveen K. Kopalle,
  Yacheng Sun,
  Scott A. Neslin,
  Baohong Sun,
  Vanitha Swaminathan,
  24 January 2012 | Marketing Science, Vol. 31, No. 2
- The relationship between in-store marketing and observed sales for organic versus fair trade products
  15 December 2011 | Marketing Letters, Vol. 23, No. 1
- A cross-category and cross-country analysis of umbrella branding for national and store brands
  18 September 2011 | Journal of the Academy of Marketing Science, Vol. 40, No. 1
- Quantifying Search and Switching Costs in the U.S. Auto Insurance Industry
  SSRN Electronic Journal, Vol. 84
- Determinants of Advertising Effectiveness: The Development of an International Advertising Elasticity Database and a Meta-Analysis
  28 February 2014 | Business Research, Vol. 4, No. 2
- A brand choice model for TV advertising management using single-source data
  20 November 2010 | Marketing Letters, Vol. 22, No. 4
- The Impact of Brand Quality on Shareholder Wealth
  1 September 2011 | Journal of Marketing, Vol. 75, No. 5
- Consumer learning in a turbulent Market environment: Modeling Consumer Choice Dynamics after a Product-harm Crisis
  1 April 2011 | Journal of Marketing Research, Vol. 48, No. 2
- What Scanner-Panel Data Tell Us about Advertising
  1 March 2011 | Journal of Advertising Research, Vol. 51, No. sup1
- Quality Control and Signaling Strategy in Supply Chain
  1 February 2011 | Key Engineering Materials, Vol. 467-469
- The Effect of Media Advertising on Brand Consideration and Choice
  Nobuhiko Terui,
  Masataka Ban,
  Greg M. Allenby,
  24 September 2010 | Marketing Science, Vol. 30, No. 1
- A Dynamic Structural Model of User Learning on the Mobile Internet
  SSRN Electronic Journal, Vol. 44
- Brand Success Redefined: An Analysis of the Interrelationships Among Various Brand Dimensions
  SSRN Electronic Journal, Vol. 54
- Learning Models: An Assessment of Progress, Challenges and New Developments
  SSRN Electronic Journal, Vol. 44
- Optimal Sampling of Paid Content
  SSRN Electronic Journal, Vol. 44
- Crowdsourcing New Product Ideas Under Consumer Learning
  SSRN Electronic Journal, Vol. 57
- Quantity-Discount-Dependent Consumer Preferences and Competitive Nonlinear Pricing
  2 October 2018 | Journal of Marketing Research, Vol. 47, No. 6
- A simple test for distinguishing between internal reference price theories
  28 April 2010 | Quantitative Marketing and Economics, Vol. 8, No. 3
- A Structural Perspective on the Experimentalist School
  Journal of Economic Perspectives, Vol. 24, No. 2
- Learning Models
- Measuring the Value of Social Dynamics in Online Product Ratings Forums
  SSRN Electronic Journal, Vol. 19
- Advertising, Visibility, and Stock Turnover
  SSRN Electronic Journal, Vol. 1
- How Much Do Consumers Know About the Quality of Products? Evidence from the Diaper Market
  SSRN Electronic Journal, Vol. 32
- Why Do Consumers Buy Extended Service Contracts?
  1 December 2009 | Journal of Consumer Research, Vol. 36, No. 4
- An Empirical Investigation of the Dynamic Effect of Marlboro's Permanent Pricing Shift
  Tao Chen,
  Baohong Sun,
  Vishal Singh,
  21 November 2008 | Marketing Science, Vol. 28, No. 4
- The price consideration model of brand choice
  3 March 2009 | Journal of Applied Econometrics, Vol. 24, No. 3
- The Effect of Media Advertising on Brand Consideration and Choice
  SSRN Electronic Journal, Vol. 12
- Quantity-Discount Dependent Consumer Preferences and Competitive Non-Linear Pricing
  SSRN Electronic Journal, Vol. 90

Volume 27, Issue 6

November-December 2008

Pages 949-1136

Article Information

Supplemental Material

Metrics

Information

Received:February 28, 2005
Published Online:May 23, 2008

Cite as

Tülin Erdem, Michael P. Keane, Baohong Sun, (2008) A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality. Marketing Science 27(6):1111-1125.

https://doi.org/10.1287/mksc.1080.0362

Keywords

PDF download

Available Issues

Available Issues

Available Issues

Available Issues

Available Issues

Available Issues

A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality

Supplemental Material

Volume 27, Issue 6

Article Information

Supplemental Material

Metrics

Information

Cite as

Keywords

Sign Up for INFORMS Publications Updates and News