Price and Advertising Signals of Product Quality

Price and Advertising Signals of Product Quality

1985Working Paper No. 742

We present a signaling model, based on ideas of Phillip Nelson, in which both the introductory price and the level of directly "uninformative" advertising or other dissipative marketing expenditures are choice variables and may be used as signals for the initially unobservable quality of a newly introduced experience good. Repeat purchases play a crucial role in our model. A second focus of the paper is on illustrating an approach to obtaining uniqueness of equilibrium with multiple potential signals.