Non-Informational Advertising Informing Consumers: How Advertising Affects Consumers’ Decision-Making in the U.S. Auto Insurance Industry – MSI

Working Paper

Non-Informational Advertising Informing Consumers: How Advertising Affects Consumers’ Decision-Making in the U.S. Auto Insurance Industry

Yi-Lin Tsai, University of Delaware, and Elisabeth Honka, UCLA

Sep 10, 2019

Investigates the relationship between both advertising content and quantity and several stages of consumers’ decision-making: unaided and aided awareness, search (consideration), and purchase, using individual-level data for consumers between 2008 and 2016.

Topics

advertising Consumer Behavior & Insights

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