Working paper icon

Working paper

On the Simple Economics of Advertising, Marketing, and Product Design.

Abstract:

We propose a framework for analyzing transformations of demand. Such transformations frequently stem from changes in the dispersion of consumers' valuations, which lead to rotations of the demand curve. In a wide variety of settings, profits are a U-shaped function of dispersion. A high level of dispersion is complemented by a niche posture, and low dispersion is complemented by a mass-market posture. We investigate numerous applications of our framework, including product design; advertising...

Expand abstract

Actions


Access Document


Files:

Authors


David P. Myatt More by this author
Justin P. Johnson More by this author
Volume:
185
Series:
Discussion paper series
Publication date:
2004
URN:
uuid:335ab837-57bf-49f0-afcd-1beaea29fe57
Local pid:
ora:1224
Language:
English

Terms of use


Metrics



If you are the owner of this record, you can report an update to it here: Report update to this record

TO TOP