BACKGROUND Direct-to-consumer (DTC) personal genomic testing (PGT) allows individuals to learn about their genetic makeup without going through a physician, but some consumers share their results with their primary care provider (PCP). OBJECTIVE To describe the characteristics and perceptions of DTC PGT consumers who discuss their results with their PCP. DESIGN Longitudinal, prospective coh...

Does advertising help consumers to find the products they need or push them to buy products they don’t need? In this paper, we study the effects of advertising on consumer mistakes and quantify the resulting effect on consumer welfare in the market for mortgage refinancing. Mortgage borrowers frequently make costly refinancing mistakes by either refinancing when they should wait, or by waiting ...

This study investigates consumer response to various types of advertising for fruits and vegetables—a food category which health officials uniformly agree is significantly under-consumed in the United States. Using an adult, non-student subject pool of 271 participants in an economic experiment, consumers’ response to different types of fruit and vegetable advertising is measured empirically. T...

Mobile marketing offers great opportunities for businesses. Marketing activities supported by mobile devices allow companies to directly communicate with their consumers without time or location barriers. However, some areas of mobile marketing still need further investigation. Especially, the topic of advertising via mobile devices is of major interest. It addresses consumers with individualiz...

Through a questionnaire survey, this study identifies and investigates seven antecedents of consumer acceptance of mobile TV advertising. Negative factors include intrusiveness, lack of trust in the advertiser, and excessive frequency; positive influences include enjoyment, originality, value, and relevance. The study proposes and validates two measurement models of these antecedents and provid...

In this paper we examine the relationship between advertising spending and perceived product quality. The questions we ask are: Does a product's advertising spending in ̄uence consumers' perceptions of its quality? If so, does the effect remain even after accounting for objective quality, price and market share? Does knowledge about objective quality, from Consumer Reports or usage experience, a...

The increase of a new product’s sales is usually attributed to consumers becoming informed about the existence of the product. Advertising can accelerate this consumer awareness process. This paper evaluates this effect. I develop and estimate a structural model in which the consumer purchase decision is specified using a discrete choice model with variation in the choice set, according to the ...

The purpose of the study is to create the advertising more effective to influence the audience being targeted. The study mainly concerned with the advertisement campaigns to target the audiences belonging from the different cultures. The theory posits that the combination of factors such as humor, medium uniqueness, marketing strategy, national cultures and consumer motives all constitute the e...