Uninformative Advertising as an Invitation to Search

What the firm should say in an advertising message, the choice of content, is a critical managerial decision. Here, we focus on a particular aspect of the advertising content choice: an attribute-f...

• 저널Marketing Science
• 토픽Digital Marketing and Social Media · Sociology and Political Science
• DOI10.5555/2804919.2804925
• 저자Dina Mayzlin, Jiwoong Shin