When Consumers Learn, Money Burns: Signaling Quality via Advertising with Observational Learning and Word of Mouth
Published Online:6 Oct 2020https://doi.org/10.1287/mksc.2020.1246
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Volume 40, Issue 1
January-February 2021
Pages 1-191, iii
Article Information
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- Received:April 05, 2017
- Accepted:May 28, 2020
- Published Online:October 06, 2020
Copyright © 2020, INFORMS
Cite as
Yogesh V. Joshi, Andres Musalem (2020) When Consumers Learn, Money Burns: Signaling Quality via Advertising with Observational Learning and Word of Mouth. Marketing Science 40(1):168-188.
https://doi.org/10.1287/mksc.2020.1246
Keywords
