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Toward A Policy Framework For The Design Of Economic Information Packages, Andrew Whitmore
Toward A Policy Framework For The Design Of Economic Information Packages, Andrew Whitmore
Legacy Theses & Dissertations (2009 - 2024)
The emergence of product certifications such as "organic," "fair trade" and "shade grown" has gone far to introduce non-price related product information back into the consumer decision making process thereby reducing information asymmetries and improving market outcomes. Recently, these certifications have been supplemented by the emergence of several web-based consumer decision support systems that are designed to disseminate non-price product information to consumers. Like printed product labels, these new web-based systems present the same informational cues to each consumer regardless of his or her preference for the information and they rate products with fixed weights that are not customized to …
Consumer Responses In Sales To Multiple Media Advertising Exposures : The Impact Of Synergy Based On A Study Of Project Apollo Single Source Data, Leslie Wood
Legacy Theses & Dissertations (2009 - 2024)
The primary focus of this dissertation is to answer the question: how does exposure to advertising affect purchasing behavior, and in particular, how does synergy resulting from exposure to advertising in multiple media influence purchasing behavior? This is a critical piece of information in the business decision process of media planning. It determines which media to include in a media plan and how to allocate a limited budget across media in order to optimize the return on investment from advertising. This question has been studied in many ways since it has been a central question for the advertising industry for …