Affiliation:
1. Associate Professor of Marketing at the University of Maryland.
2. Certified Public Accountant with the Equitable Trust Company in Baltimore.
Abstract
A laboratory experiment was conducted to test several propositions from the economics literature about the effects of advertising on the search behavior and brand choices of consumers. Specifically, the study examined how consumers searched for and selected a dentist when advertising was and was not available to assist them.
Cited by
5 articles.
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