The Role of Messenger in Advertising Content: Bayesian Persuasion Perspective

This paper frames the choice of messenger in advertising content as a Bayesian persuasion problem and characterizes the optimal messenger choice.

• 저널Marketing Science · 43(4) · 840–862
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2022.0405
• 저자Jiwoong Shin, Chi-Ying Wang