The Economics of Advertising Analyzing the Effects of Different Types of Advertisements Under an Attribute Analysis Framework

Date of Award

2005

Document Type

Thesis

Degree Name

Bachelors

Department

Social Sciences

First Advisor

Elliott, Catherine

Keywords

Advertising, Attribute Analysis, Consumer Research

Area of Concentration

Economics

Abstract

This thesis focuses on the effect that advertising has on the consumer. I begin with a review of the welfare implications of advertising. I later use the analysis performed in the thesis to answer questions remaining in welfare research. First, using marketing research, I identify the main forms of advertising based upon the type of information that they provide. I then analyze the informative advertisements using economic theories and research. Throughout, I use an attribute analysis to model the effects of advertising, which allows me to show changes in consumer utility and behavior that were not previously modeled. In my final chapters, I incorporate marketing, psychology, and advertising research to show how non-informative advertising changes consumer behavior through ad and brand evaluations and the effects of external factors in the processing of advertisements. The result is a comprehensive look at advertising, incorporating interdisciplinary research and a revised method of economic modeling. I conclude with my predictions on the future of advertising given changes in consumer perceptions of advertising and new forms of technology.

Rights

This bibliographic record is available under the Creative Commons CC0 public domain dedication. The New College of Florida, as creator of this bibliographic record, has waived all rights to it worldwide under copyright law, including all related and neighboring rights, to the extent allowed by law.

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