(De)marketing to Manage Consumer Quality Inferences
Savvy consumers attribute a product’s market performance to its intrinsic quality as well as the seller’s marketing push. The authors study how sellers should optimize their marketing decisions in response. They find that a seller can benefit from “demarketing” its product, meaning visibly toning do...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Article |
| Language: | en_US |
| Published: |
American Marketing Association
2014
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| Online Access: | http://hdl.handle.net/1721.1/88145 https://orcid.org/0000-0002-1635-3797 |