This paper is a response to two recent, unrelated studies in the on-going issue of unconsciously processed advertising messages, one on similarity of hypnotic suggestion to suggestion in advertising, the other discussing more recent, similar constructs from psychology called the Duel Process Model in regard to the susceptibility of children to advertising. Implications for understanding low inv...

T paper analyzes the competitive role of retail shopping experience in markets with consumer search costs. We examine how a retailer’s advantage in providing consumer shopping experience affects its equilibrium pricing and price advertising strategies. We find that if the consumer valuation of a shopping experience is sufficiently low, its effect on retailer strategy is similar to that of quali...

In this research, we evaluate the effectiveness of the buying funnel as a model for understanding consumer interaction with keyword advertising campaigns on web search engines. We analyze data of nearly 7 million records from a 33 month, $56 million (US) search engine marketing campaign of a major US retailer. We classify key phrases used in this campaign into stages of the buying funnel (i.e.,...

An important decision for a firm is how to allocate its advertising budget among different types of advertising. Traditional advertising, such as advertising on television and in print, serves the purpose of building consumer awareness and desire about the firm’s products. With recent developments in technology, sponsored search (or paid search) advertising at search engines in response to a ke...

We are reporting what we believe to be the first published case of patient initiated direct to consumer (DTC) genetic testing to test for the presence of a known familial mutation. Our client in this case is from a known MSH2 family; both his/her parent and associated grandparent have previously tested positive for the known familial MSH2 mutation. Using 23andme’s “family inheritance genomewide...

An important role of informative advertising is to inform consumers of the simple fact that the shop that advertises sells a particular product. This information may help consumers to save on their search activities: instead of wandering around, a consumer can simply visit the shop that has advertised, knowing that there he can find the commodity he is looking for. The implications of this simp...

This paper empirically investigates the impact of consumer characteristics on firms’advertising choice and resultant market structure by exploiting differences in investor clientele across various segments in the US mutual fund industry. I find that firms that sell directly to consumers exhibit a higher advertising elasticity of demand, higher advertising expenditures, and higher market concent...

advertising characters and commercial mascots such as yum yum,  cheetoz monkey, safety-man and many others have made memories of different generations of iranian consumers for many years. they have many abilities to attract attention and create a nostalgic and friendly relationship with the consumer and have a great impact on the sales of products. through a review of the relevant literature, t...

With the increasing share of online advertising, the amount of highly detailed data available on an individual consumer level has substantially increased over the last few years. Because there are costs associated with collecting, analyzing, and storing this type of data, it is important to understand the value of this specific type of personal data. In this paper, we illustrate the economic va...

The Internet currently enables unprecedented ease of access for direct-to-consumer (DTC) genetic testing, with saliva collection kits posted directly to consumer homes from anywhere in the world. This poses new challenges for local jurisdictions in regulating genetic testing, traditionally a tightly-regulated industry. Some Internet-based genetic tests have the capacity to cause significant con...