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Temporal differences in the role of marketing communication in new product categories
One effect of marketing communication is to reduce uncertainty about product quality. Because this affects consumers' choice decisions only through updating consumers' perceptions about product quality, the authors refer to this as the "indirect effect." In contrast, the authors refer to all marketing communication that directly affects consumers' preferences as the "direct effect." The authors hypothesize that the indirect effect plays an important role in the initial stages, but not in subsequent stages. Conversely, the authors hypothesize that the direct effect does not change much over time. In addition, the authors hypothesize that there are temporal differences in the role of marketing communication in different stages of the life cycle of a product. They develop a structural model of demand that allows for the different roles of marketing communication to have a differential impact over time. They estimate the model on market-level data for the prescription antihistamines category. They find evidence for both indirect and direct effects of detailing on physicians' prescription behavior..Printed
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior Consumer attitudes Product Choice Prescriptions Hypotheses studies Physicians |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |