The Effect of Advertising on Consumer Price Sensitivity
研究广告如何影响消费者对经常购买产品的价格敏感度，发现广告会降低价格敏感度，对营销策略制定有参考价值。
Our research investigates how advertising affects consumer price sensitivity for frequently purchased consumer products. Previous studies have focused primarily on the direct impact of advertising on sales (e.g., Bass and Clarke 1972; Clarke 1976; Raj 1982; Winer 1980; Zufryden 1982; for a review see Little 1979). Though the importance of the indirect effects of advertising has been emphasi7ed in the literature (Broadbent 1980; Moran 1978), empirical investigations in marketing generally have ignored these effects. One of the indirect effects is the impact of advertising on price sensitivity. Because advertising and price are two key marketing variables, it is essential to identify and understand the nature of the effect. Economists (Comanor and Wilson 1974; Lambin 1976; Porter 1976) and marketing researchers (Eskin and Baron 1977; Wittink 1977) have addressed empirically the re-