Information content and consumer readership of print ads: A comparison of search and experience products

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Creating Effective Online Customer Experiences (2018, result): “…important (b ¼ .019, p .05), consistent with extant research suggesting that consumers extract only minimal direct information from advertisements for experience goods (Nelson 1974) and that information is more pertinent for search than experience goods (Franke, Huhmann, and Mothersbaugh 2004).”
Do Media Consumers Really Dislike Advertising? An Empirical Assessment of the Role of Advertising in Print Media Markets (2009, methodology): “Our main identifying assumption for the magazine-specific monopoly model estimations is that (unobserved) cost factors are common across magazines published by a magazine's own publisher and that other (demand-side) shocks specific to the magazine are not correlated with these factors, an approach s”