0957-4174/$ see front matter 2010 Elsevier Ltd. A doi:10.1016/j.eswa.2010.02.109 q This work is supported by China National Ke (2008BAH26B00). * Corresponding author. Tel.: +86 571 87953955. E-mail address: [email protected] (G. Qiu). Online advertising has become one of the major revenue sources of today’s Internet ecosystem. The main advertising channels used to distribute textual ads are s...

This paper analyzes advertising incentives and strategies in specialized markets, where consumers’ decisions are dictated by experts. By analyzing the market stealing and market expanding aspects of advertising, this study shows that in a sub-game perfect equilibrium only some (and not all) firms may choose to advertise to consumers. From the welfare perspective, consumer advertising is sociall...

began, genetic tests were available for about 100 diseases — most of them caused by just one faulty gene, such as the mutations that cause Tay-Sachs and cystic fi brosis. As genomic technologies matured and sequencing became less costly, companies began developing tests for a wider range of complex, multigenic, common diseases. These were initially offered by laboratories used by physicians, bu...

Children are important targets of advertising campaigns from companies. However, children have been found to be particularly vulnerable to negative effects of advertising, and protecting children from these effects is an important task of consumer policy. Two important aspects have to be considered in this task. First, advertising affects judgments and behaviour not only during ad exposure, but...

Over the past 18 months, there have been notable developments in the direct-to-consumer (DTC) genomic testing arena, in particular with regard to issues surrounding governmental regulation in the USA. While commentaries continue to proliferate on this topic, actual empirical research remains relatively scant. In terms of DTC genomic testing for disease susceptibility, most of the research has c...

The above titled paper examined the Food and Drug Administration’s (FDA’s) warning letters and notice of violations (NOV) over a 10-year period. Findings from this content analysis reinforced what has been the primary issue for prescription direct-to-consumer advertising (DTCA) since its beginning, the fair balance of risk and benefit information. As opposed to another analysis in 2026 about th...

Title of Document: THE IMPACT OF ONLINE SPONSORED SEARCH ADVERTISING ON CONSUMER AND SELLER STRATEGIES