Journal of Political Economy
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Advertising as information [статья]
Опубликовано на портале: 31-03-2003P. Nelson Journal of Political Economy. 1974. Vol. 82. No. 4. P. 729-754.
This paper tries to show how the major features of the behavior of advertising can be explained by advertising's information function. For search qualities advertising provides direct information about the characteristics of a brand. For experience qualities the most important information conveyed by advertising is simply that the brand advertises. This contrast in advertising by these qualities leads to significant differences in its behavior. How does advertising provide information to the consumer? The producer in his advertising is not interested directly in providing information for consumers. He is interested in selling more of his product. Subject to a few constraints, the advertising message says anything the seller of a brand wishes. A mechanism is required to make the selling job of advertising generate information to the consumer. [Авторский текст]
Frank H. Knight as Economic Theorist [статья]
Опубликовано на портале: 31-03-2003Arthur H. Leigh Journal of Political Economy. 1974. Vol. 82. No. 3. P. 578-586.
Focuses on the contributions of economist Frank H. Knight on improving the economic theory. Significance of Knight's theory of profit and capital; Effectiveness of a perfectly competitive market structure to achieve optimal allocative solutions; Emphasis on the universality of the choice problem imposed by scarcity. (From Ebsco)