Does advertising serve as a signal? Evidence from a field experiment in mobile search

DOI10.1093/RESTUD/RDZ053zbMATH Open1460.91121OpenAlexW2980265880WikidataQ127191754 ScholiaQ127191754MaRDI QIDQ5856540FDOQ5856540

Authors: Navdeep S. Sahni, Harikesh S. Nair 

Publication date: 26 March 2021

Published in: Review of Economic Studies (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1093/restud/rdz053

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zbMATH Keywords

signallinginformative advertisingmobileplatformsfield-experimentspaid-searchrestaurants

Mathematics Subject Classification ID

Marketing, advertising (90B60) Consumer behavior, demand theory (91B42) Experimental work for problems pertaining to game theory, economics, and finance (91-05)

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• A signaling advertising model between an intelligent consumer and two E-tailers
• The effects of banning advertising in junk food markets
• Consumer heterogeneity and paid search effectiveness: a large-scale field experiment

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