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Information gathering and marketing

Bar-Isaac, Heski, Caruana, Guillermo and Cuñat, Vicente (2010) Information gathering and marketing. Journal of Economics and Management Strategy, 19 (2). pp. 375-401. ISSN 1058-6407

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Abstract

Consumers have only partial knowledge before making a purchase decision, but can acquire more-detailed information. Marketing makes it easier or harder for these consumers to do so. When consumers are ex ante heterogeneous, the firm might choose an intermediate marketing strategy for two quite different reasons. First, as a nonprice means of discrimination—it can make information only partially available, in a way that induces some, but not all, consumers to acquire the information. Second, when the firm cannot commit to a given investment in ensuring quality, the marketing and pricing strategy can act as a commitment device.

Item Type: Article
Official URL: http://onlinelibrary.wiley.com/journal/10.1111/(IS...
Additional Information: © 2010 Wiley-Blackwell
Library of Congress subject classification: H Social Sciences > HF Commerce
Sets: Research centres and groups > Managerial Economics and Strategy Group
Departments > Finance
Research centres and groups > Financial Markets Group (FMG)
Rights: http://www.lse.ac.uk/library/usingTheLibrary/academicSupport/OA/depositYourResearch.aspx
Date Deposited: 11 Apr 2011 09:38
URL: http://eprints.lse.ac.uk/35322/

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