A Theory of Combative Advertising

Article OPEN
Yuxin Chen; Yogesh V. Joshi; Jagmohan S. Raju; Z. John Zhang;
(2009)
  • Journal: Marketing Science,volume 28,issue 1 01-02,pages1-19
  • Related identifiers: doi: 10.1287/mksc.1080.0385
  • Subject: advertising, persuasion, game theory, competitive strategy, prisoner's dilemma, preference shifts
    acm: ComputerApplications_COMPUTERSINOTHERSYSTEMS

In mature markets with competing firms, a common role for advertising is to shift consumer preferences towards the advertiser in a tug-of-war, with no effect on category demand. In this paper, we analyze the effect of such “combative” advertising on market power. We sho... View more
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