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- W2054869847 abstract "The authors investigate the changing role of marketing communication over the life cycle of a new product category. They postulate two effects of marketing communication on consumers' choices: an “indirect effect” through reduction of uncertainty about product quality and a “direct effect” (i.e., more is better). The authors expect that the indirect effect is relatively larger in the early, postlaunch stages. They develop a structural model of demand that allows for such temporal differences in the roles of marketing communication. They use a random coefficients discrete choice model with a Bayesian learning process to model physician learning about new drugs and market-level data for the prescription antihistamines category. They find that marketing communication has a primarily indirect effect 6–14 months after introduction but that the direct effect subsequently dominates. The results suggest that firms should follow a pattern of heavier communication at the introduction phase followed by lower levels." @default.
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- W2054869847 date "2005-08-01" @default.
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- W2054869847 title "Temporal Differences in the Role of Marketing Communication in New Product Categories" @default.
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- W2054869847 doi "https://doi.org/10.1509/jmkr.2005.42.3.278" @default.
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