Toward a theory of competitive market signaling: A research agenda
将竞争性市场信号定义为向竞争对手传达或获取信息的潜在行动预告，基于经济学、社会心理学和市场营销研究，提出关于信号风险收益权衡、接收者解读及反应选择的命题，旨在构建一个研究议程。
Abstract Competitive market signals are conceptualized as announcements or previews of potential actions intended to convey or to gain information from competitors. This paper develops a set of propositions based on research in economics, social psychology, and marketing on the risk/reward trade‐off in signaling, the receiver's signal interpretation, and the receiver's reaction alternatives. The overall objective is to develop a research agenda toward a theory of competitive market signaling.