The Effect of Advertising on Consumer Price Sensitivity

Harvard business review

1994 • 42,704 citations

Advances in Consumer Research

2014 • 13,596 citations

Information and Consumer Behavior

1970 • 5,516 citations

Advertising as Information

1974 • 3,417 citations

Advances in Consumer Research

1983 • 2,905 citations

Barriers to New Competition

1956 • 2,399 citations

The Impact of Television Advertising: Learning Without Involvement

1965 • 1,485 citations

Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses.

1979 • 1,423 citations

Econometric Measurement of the Duration of Advertising Effect on Sales

1976 • 616 citations

An Analysis of Information Content in Television Advertising

1977 • 505 citations

Feature Article—Aggregate Advertising Models: The State of the Art

1979 • 355 citations

Marketing Decision Making: A Model Building Approach

1984 • 300 citations

Advertising and market power

1975 • 255 citations

Testing Distributed Lag Models of Advertising Effect

1972 • 178 citations

Advertising, Competition and Market Conduct in Oligopoly Over Time.

1976 • 139 citations

Interbrand Choice, Strategy, and Bilateral Market Power

1977 • 122 citations

The Effects of Advertising on High and Low Loyalty Consumer Segments

1982 • 114 citations

Exploring Territorial Differences in the Relationship between Marketing Variables

1977 • 108 citations

Effects of Price and Advertising in Test-Market Experiments

1977 • 101 citations

Market Segment Response to the Marketing Decision Variables

1974 • 94 citations

The Role of Laboratory Experiments to Test Marketing Strategies

1979 • 57 citations

An Empirical Evaluation of Aggregation Approaches for Developing Market Segments

1982 • 57 citations

Measuring Sales Effects of Some Marketing Mix Variables and Their Interactions

1976 • 49 citations

Using a Natural Experiment to Estimate Price Elasticity: The 1974 Sugar Shortage and the Ready-to-Eat Cereal Market

1983 • 42 citations

Advertising concepts and strategies

1986 • 35 citations

The relationship between advertising and promotion in brand strategy

1975 • 31 citations

Estimation of a Longitudinal Model to Decompose the Effects of an Advertising Stimulus on Family Consumption

1980 • 18 citations

Optimal and Near Optimal Price and Advertising Strategies for Finite and Infinite Horizons

1982 • 11 citations