Quality Uncertainty And Information Advertising
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Quality Uncertainty And Informative Advertising
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Author : José Luis Moraga-González
language : en
Publisher:
Release Date : 1997
Quality Uncertainty And Informative Advertising written by José Luis Moraga-González and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997 with categories.
Quality Uncertainty And Information Advertising
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Author :
language : en
Publisher:
Release Date : 1997
Quality Uncertainty And Information Advertising written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997 with categories.
Quality Uncertainty And Perception
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Author : Lalit Wankhade
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-06-16
Quality Uncertainty And Perception written by Lalit Wankhade and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-06-16 with Business & Economics categories.
It has been observed that the studies of quality are pursued in various disciplines like economics, quality management, and marketing science, and are seen isolated. The treatments imparted to these studies are also different and has the backdrop of discipline in which the work has been pursued. The nature of isolation is equally seen when quality uncertainty and perceived quality were pursued separately without showing any inkling that these can be complimentary. Economist and Nobel Laureate, Akerlof (1970), wrote a seminal piece “The market for lemons: quality uncertainty and market mechanism”, where he described quality uncertainty due to information asymmetry. It refers to the fact that a party in a transaction may have more information than the other. This is information asymmetry. If the seller has more information than the buyer about the product quality, he/she may sell it, as if it is a high-quality product. In reality, it could be a low-quality product. The buyer does not have the information regarding the quality of the offered product. The market condition that led to this transaction is quality uncertainty due to information asymmetry.
An Empirical Analysis Of Publicity And Advertising Under Quality Uncertainty
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Author : Hyunwoo Lim
language : en
Publisher:
Release Date : 2012
An Empirical Analysis Of Publicity And Advertising Under Quality Uncertainty written by Hyunwoo Lim and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with categories.
Product Quality Uncertainty
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Author : Per Baltzer Overgaard
language : en
Publisher:
Release Date : 1991
Product Quality Uncertainty written by Per Baltzer Overgaard and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1991 with Decision making categories.
Quality Uncertainty And The Performance Of Online Sponsored Search Markets
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Author : Animesh Animesh
language : en
Publisher:
Release Date : 2014
Quality Uncertainty And The Performance Of Online Sponsored Search Markets written by Animesh Animesh and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with categories.
Online sponsored search advertising has emerged as the dominant online advertising format largely due to their "pay-for-performance" nature, wherein advertising expenditures are closely tied to outcomes. While the pay-for-performance format substantially reduces the "wastage" incurred by advertisers compared to traditional "pay-per-exposure" advertising formats, the reduction of such wastage also carries the risk of reducing the signaling properties of advertising. Lacking a separating equilibrium, low quality firms in these markets may be able to mimic the advertising strategies of high quality firms. This study examines this issue in the context of online sponsored search markets. Using data gathered from sponsored search auctions for keywords in an unregulated market we find evidence of adverse selection for products/services characterized by high uncertainty. On the other hand, there is no evidence of adverse selection for similar products in a regulated sponsored search market, suggesting that intervention by the search intermediary can have a significant impact on the market outcomes and consumer welfare.
Performance Based Pricing
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Author : Juan Feng
language : en
Publisher:
Release Date : 2009
Performance Based Pricing written by Juan Feng and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with categories.
Performance-based advertising is becoming increasingly popular in the online advertising industry, where advertisers pay the publisher only when an “action” (e.g., a click-through or a purchase) is generated by the advertisement. This paper illustrates that adopting this emerging advertising scheme has profound impacts on one of the fundamental functions of advertising - signaling product quality. We identify several important dimensions that affect the signaling function of performance-based advertising relative to its traditional counterpart (impression-based advertising). These include: (1) Information - total advertising expenditure is determined after the demand is realized, so it is unobservable to consumers when making purchase decisions; (2) Ad performance - the measured “performance” (e.g., recorded click-throughs) includes actions generated by first-time buyers (i.e., advertising performance) and actions generated by repeat buyers (i.e., product performance), which increases the cost of signaling through advertising; (3) Demand uncertainty - the merchant pays only when a response to the advertisement is generated, which reduces the merchant's advertising uncertainty. We build a model of performance-based advertising by explicitly incorporating these factors and derive the conditions under which switching to performance-based advertising will (a) disable or strengthen the signaling function of advertising, (b) help or hurt the merchant, and (c) lead to a shared interest (win-win or lose-lose) or a conflicting interest (win-lose) for the the publisher and the merchant.
The Cost Of Quality Uncertainty
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Author : Johannes Samwer
language : en
Publisher: GRIN Verlag
Release Date : 2010
The Cost Of Quality Uncertainty written by Johannes Samwer and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Business & Economics categories.
This paper relates price with quality uncertainty, proving its persistence in the market for used cars in Germany. Based on 1,712 online car offers, grouped in four different segments, we test three hypotheses regarding the cost of quality uncertainty. A significant price difference between private and professional sellers is statistically confirmed. This price difference remains statistically significant even if private sellers prices are adjusted in terms of assuring the same quality as professional sellers. The impact of quality signals is thereby found to be positive, but insufficient to counter quality uncertainty. The evidence suggests that quantifying the cost of quality uncertainty depends largely, but not solely, on the price of the good. Diplomarbeit aus dem Jahr 2006 im Fachbereich Wirtschaft - Unternehmensgründung, Start-ups, Businesspläne, Note: 1,7, Westfälische Wilhelms-Universität Münster (Unternehmensgründung und -entwicklung).
Quality Uncertainty And Perception
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Author :
language : en
Publisher:
Release Date : 2010
Quality Uncertainty And Perception written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with categories.
Performance Based Advertising
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Author : Juan Feng
language : en
Publisher:
Release Date : 2009
Performance Based Advertising written by Juan Feng and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with categories.
Performance-based advertising is becoming increasingly popular in the online advertising industry, where the advertiser pays to the publisher only when an "action" (e.g., a click-through) is generated by the advertisement. We study how the performance-based advertising scheme affects one of the fundamental functions of advertising - signaling product quality. We identify two critical factors that affect the signaling function of advertising under performance-based pricing: (1) the demand uncertainty factor, which measures advertisers' uncertainty about their potential market, and (2) the advertising performance over-measure factor, which describes the extent to which product performance accounts for advertising performance. We find that the uncertainty factor facilitates, but the over-measure factor impedes (or even destroys) the signaling function of performance-based advertising. Specifically, our results show that in the presence of the over-measure factor, switching from impression-based to performance-based advertising: (a) reduces the number of situations in which advertising can be used to signal quality, (b) increases the prices charged to consumers, (c) increases the expected advertising expenditure if the cost differentiation between the high- and low-quality firms is sufficiently high, but decreases the expected advertising expenditure otherwise, and (d) increases the advertiser's profit if the over-measure factor is low but the uncertainty factor is high, and decreases the profit otherwise.