How to publish in a top marketing journal

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Christopher Adams (“ The Sealed-Bid Abstraction in Online Auctions ”; “ Rejoinder—Causes and Implications to Some Bidders Not Conforming to the Sealed-Bid Abstraction ”) is a staff economist with the Federal Trade Commission (FTC). He has a Ph.D. in economics from the University of Wisconsin and a B.Comm (Hons) from the University of Melbourne. At the FTC, he has worked on mergers and antitrust cases in a number of industries including pharmaceuticals, real estate, software, and retail. Before joining the FTC, he taught at the University of Vermont. In 2007, he was awarded the FTC's Paul Rand Dixon Award for outstanding contributions to the Commission. Paulo Albuquerque (“ Online Demand Under Limited Consumer Search ”) is an assistant professor of marketing at the Simon Graduate School of Business, University of Rochester. He holds a Ph.D. in management from the UCLA Anderson School of Management. He is currently interested in competition and consumer behavior in online markets, new product diffusion across markets, and spatial competition models. Bart J. Bronnenberg (“ Online Demand Under Limited Consumer Search ”) is a professor of marketing and CentER research fellow at Tilburg University. He holds Ph.D. and M.Sc. degrees in management from INSEAD, Fontainebleau, France, and an M.S. in industrial engineering from Twente University, The Netherlands. He is currently interested in marketing strategy and multimarket competition in consumer goods and medical industries. He has previously worked, and continues to work, on empirical analyses of new product growth and consumer choice behavior. He was named the recipient of the 2003 and 2008 Paul Green Award, the 2003 International Journal of Research in Marketing (IJRM) Best Paper Award, and the 2004 John D. C. Little Best Paper Award. Anne T. Coughlan (“ Optimal Reverse Channel Structure for Consumer Product Returns ”) is the John L. and Helen Kellogg Professor of Marketing at the Kellogg School of Management at Northwestern University. Her research on channel design and compensation problems, sales force management, sales force compensation, and pricing has been published in the top journals for marketing and operation and decision technologies. She is an area editor for Marketing Science and an author of the Marketing Channels textbook. Her favorite leisure activity is cultivating cacti and succulents in her greenhouse. Brett Danaher (“ Converting Pirates Without Cannibalizing Purchasers: The Impact of Digital Distribution on Physical Sales and Internet Piracy ”) is an assistant professor of economics at Wellesley College. He received a bachelor's of science in economics from Haverford College and a Ph.D. in managerial science and applied economics from The Wharton School of the University of Pennsylvania. His research interests include digital media, intellectual property, and the economics of information goods. Marnik G. Dekimpe (“ Estimating Cannibalization Rates for Pioneering Innovations ”) is a research professor at Tilburg University (The Netherlands) and a professor of marketing at the Catholic University Leuven (Belgium), and he is currently an academic trustee with both MSI and AiMark. He received his Ph.D. from the University of California, Los Angeles. He has advised several key players in the consumer packaged goods industry, especially on private-label and marketing-mix effectiveness issues. He has won best paper awards at Marketing Science, the Journal of Marketing Research, the International Journal of Research in Marketing, and Technological Forecasting and Social Change. He has also won the 2010 Louis W. Stern Award for his work on the valuation of Internet channels. He serves as editor for the International Journal of Research in Marketing and serves on the editorial boards of Marketing Science, the Journal of Marketing, the Journal of Marketing Research, Marketing Letters, the Review of Marketing Science, and the Journal of Interactive Marketing. Samita Dhanasobhon (“ Converting Pirates Without Cannibalizing Purchasers: The Impact of Digital Distribution on Physical Sales and Internet Piracy ”) is a Ph.D. candidate in public policy and management at the Heinz College, Carnegie Mellon University. Her research interests include digital piracy, digital media, and e-commerce marketing. Peter S. Fader (“ Customer-Base Analysis in a Discrete-Time Noncontractual Setting ”) is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania, and codirector of the Wharton Interactive Media Initiative. Scott Fay (“ The Economics of Buyer Uncertainty: Advance Selling vs. Probabilistic Selling ”) is an assistant professor of marketing at the Whitman School of Management at Syracuse University. He received a Ph.D. in economics from the University of Michigan and previously taught at the Warrington College of Business of the University of Florida. In his research, he employs analytical modeling to study a variety of topics, many of which are related to e-commerce, including reverse auctions, opaque products, the personalization process, the bundling of information goods, shipping fee schedules, retail price endings, and consumer bankruptcy. He was elected to and served two terms as the newsletter editor for the INFORMS Society for Marketing Science (2002–2006). He serves on the editorial board of Marketing Science, served as a guest area editor for Marketing Science, and recently received the Meritorious Service Award from Management Science. Bruce G. S. Hardie (“ Customer-Base Analysis in a Discrete-Time Noncontractual Setting ”) is a professor of marketing at the London Business School. His primary research interest lies in the development of data-based models to support marketing analysts and decision makers, with a particular interest in models that are easy to implement. Most of his current projects focus on the development of probability models for customer-base analysis. Ernan Haruvy (“ Search and Choice in Online Consumer Auctions ”) is an associate professor of marketing at the University of Texas at Dallas. He received his Ph.D. in economics in 1999 from the University of Texas at Austin. His research focuses primarily on market design, with a special interest in auctions, procurement, learning, and bounded rationality. Gerald Häubl (“ Optimal Reverse-Pricing Mechanisms ”) is the Canada Research Chair in Behavioral Science and an associate professor of marketing at the University of Alberta's School of Business. He is the founding director of the Institute for Online Consumer Studies (IOCS). He received M.S. and Ph.D. degrees in business administration and marketing from the Vienna University of Economics and Business Administration (Wirtschaftsuniversität Wien) in his native Austria. His primary research interests are consumer decision making, the construction of preference and value, human–information interaction, decision assistance for consumers, and bidding behavior in interactive-pricing markets. Ali Hortaçsu (“ Commentary—Do Bids Equal Values on eBay? ”) is a professor of economics at the University of Chicago. He received his Ph.D. from Stanford University in 2001, and his main research area is industrial organization. He has developed novel econometric methods to study auction and matchmaking markets, and he has applied these methods to answer market design questions in central bank operations, government bond auctions, electricity markets, online auctions, and online matchmaking. He has also developed empirical methods to study markets with search frictions, with applications to e-commerce and the mutual fund industry. He has been awarded an Alfred P. Sloan Fellowship and an NSF CAREER grant and is a research associate of the National Bureau of Economic Research. He has served as the coeditor for the International Journal of Industrial Organization and as associate editor for the Journal of Business and Economic Statistics and the Journal of Industrial Economics. Sandy Jap (“ The Seeds of Dissolution: Discrepancy and Incoherence in Buyer–Supplier Exchange ”) is the Dean's Term Chair Professor of Marketing at the Goizueta Business School at Emory University. She is a graduate of the University of Florida (Go Gators!) and has served on the faculties of the Sloan School of Management at the Massachusetts Institute of Technology and The Wharton School of the University of Pennsylvania. Her research interests lie in interorganizational exchange management and the design and management of business-to-business markets with auction mechanisms. She is an area editor for the International Journal of Research in Marketing and an editorial board member of the Journal of Marketing Research and Marketing Letters. Ujwal Kayande (“ The Seeds of Dissolution: Discrepancy and Incoherence in Buyer–Supplier Exchange ”) is a professor of marketing in the Research School of Business at the Australian National University. He was previously on the faculty at the Smeal College of Business (Pennsylvania State University) and the Australian Graduate School of Management (University of New South Wales, Sydney). He obtained his Ph.D. from the University of Alberta. His current research focuses on developing quantitative models to understand marketplace behavior and the effect of marketing activity upon that behavior; additionally, he is interested in understanding the pathways by which quantitative models impact business practice. He is a recipient of the 1998 Don Lehmann Award from the American Marketing Association. Jun B. Kim (“ Online Demand Under Limited Consumer Search ”) is an assistant professor at the College of Management, Georgia Institu

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Paulo Albuquerque (“ Measuring the Impact of Negative Demand Shocks on Car Dealer Networks ”; “ Rejoinder to Commentaries on Albuquerque and Bronnenberg ”) is an assistant professor of marketing at the Simon Graduate School of Business, University of Rochester. He holds a Ph.D. in management from the UCLA Anderson School of Management. He is currently interested in competition and consumer behavior in online markets, new product diffusion across markets, and spatial competition models. His articles have appeared in Marketing Science, the Journal of Marketing Research, and Management Science. Bart J. Bronnenberg (“ Measuring the Impact of Negative Demand Shocks on Car Dealer Networks ”; “ Rejoinder to Commentaries on Albuquerque and Bronnenberg ”) is a professor of marketing and CentER research fellow at Tilburg University. He holds Ph.D. and M.Sc. degrees in management from INSEAD, Fontainebleau, France and an M.Sc. in industrial engineering from Twente University, The Netherlands. He is currently interested in marketing strategy and multimarket competition in consumer goods and medical industries; he is also continuing to work on empirical analyses of new product growth and consumer choice behavior. His articles have appeared in the leading field journals, and he was named the recipient of the 2003 Paul Green Award, the 2003 IJRM Best Paper Award, the 2004 John D. C. Little Best Paper Award, and the 2008 Paul Green Award. Gangshu (George) Cai (“ Exclusive Channels and Revenue Sharing in a Complementary Goods Market ”) is an associate professor in the Department of Management at Kansas State University. He received his Ph.D. in operations research from North Carolina State University in 2005, and he received his M.S. in business statistics and economics in 1999 and B.S. in physics in 1996 from Peking University. His research is concentrated on multichannel supply chain management, with a particular focus on the interface between operations management and marketing, finance, and e-commerce. Javier Cebollada (“ Quantifying Transaction Costs in Online/Off-line Grocery Channel Choice ”) is an associate professor of marketing at the Public University of Navarra, Spain. He obtained a Ph.D. in management and a master's degree in economics, both from Pompeu Fabra University (Barcelona), Spain. He has been studying how manufacturers and retailers adapt their strategies to the multichannel online–off-line structure and how consumers behave in the multichannel environment. His research has been published in journals such as Marketing Science, the Journal of Interactive Marketing, and the International Journal of Research in Marketing. Rachel R. Chen (“ Customer Bill of Rights Under No-Fault Service Failure: Confinement and Compensation ”) is an associate professor at the Graduate School of Management, University of California, Davis. She received her Ph.D. from the Johnson Graduate School of Management, Cornell University. Her research addresses economic issues in managing supply chains and distribution channels, including procurement and the marketing–operations interface; she also analyzes decision making under uncertainty in service operations. Her previous research has appeared in Management Science, Marketing Science, Manufacturing & Service Operations Management, Production and Operations Management, IIE Transactions, and other research outlets. Pradeep K. Chintagunta (“ Quantifying Transaction Costs in Online/Off-line Grocery Channel Choice ”) is the Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing at the Booth School of Business, University of Chicago. He earned a Ph.D. in marketing from Northwestern University in 1990. He is interested in empirically studying strategic interactions among firms in vertical and horizontal relationships, measuring the effectiveness of marketing activities in pharmaceutical markets, investigating aspects of technology product markets, and analyzing household purchase behavior. Junhong Chu (“ Quantifying Transaction Costs in Online/Off-line Grocery Channel Choice ”) is an assistant professor of marketing at the National University of Singapore (NUS) Business School. She earned a Ph.D. in marketing and an MBA from the University of Chicago Booth School of Business in 2006. Her research interests include structural modeling (both classic and Bayesian approaches) of consumer and firm behavior, distribution channels, e-commerce, and retailing. Her research has appeared in Marketing Science, the Journal of Marketing Research, the Journal of Marketing, and the Journal of Interactive Marketing; she was the 2011 MSI Young Scholar. Yue Dai (“ Exclusive Channels and Revenue Sharing in a Complementary Goods Market ”) is an associate professor at Fudan University, China. She received her Ph.D. in industrial engineering from North Carolina State University. Her scholarly work has appeared in Production and Operations Management and Naval Research Logistics. Martijn G. de Jong (“ Measuring Consumer Preferences Using Conjoint Poker ”) is the J. Tinbergen Associate Professor of Marketing, Erasmus University. He applies statistical and psychometric methods to improve marketing decision making; often his research is cross-cultural in nature, relying on large-scale data sets. He received several major research grants, including an NWO (Netherlands Organization for Scientific Research) innovation grant. His awards include the J. C. Ruigrok award (awarded once every four years to the most productive young scholar in the Economic Sciences in the Netherlands) and the Christiaan Huygens award (presented by HRH princess Máxima of the Netherlands; awarded once every five years to a young economist in the Netherlands). Johann Füller (“ Measuring Consumer Preferences Using Conjoint Poker ”) is the CEO of Hyve AG, a leading innovation and community agency in Germany, and a researcher at the Innsbruck University School of Management. His research explores innovation and cocreation communities from multiple perspectives. He advises and speaks to major corporations worldwide in the areas of innovation communities, social media, crowdsourcing, and cocreation. He has published in journals such as the Journal of Product Innovation Management, California Management Review, MIS Quarterly, the Journal of Business Research, and others. Eitan Gerstner (“ Customer Bill of Rights Under No-Fault Service Failure: Confinement and Compensation ”) is a professor of management at the Faculty of Industrial Engineering and Management, The Technion–Israel Institute of Technology. His research areas include marketing strategies and social responsibility. He contributes regularly to this journal; recent titles include “Should Captive Sardines Be Compensated? Serving Customers in a Confined Zone” and “For a Few Cents More: Why Supersize Unhealthy Food?” He served Marketing Science as an editorial board member and an area editor. Dominique M. Hanssens (“ Response Models, Data Sources, and Dynamics ”) is the Bud Knapp Professor of Marketing at the UCLA Anderson School of Management. His research focuses on strategic marketing problems—in particular, the assessment of long-term marketing impact on business performance. He received his Ph.D. from Purdue University, and from 2005 to 2007, he served as executive director of the Marketing Science Institute in Cambridge, MA. He is a fellow of the INFORMS Society for Marketing Science. Dan Horsky (“ Disentangling Preferences and Learning in Brand Choice Models ”) is the Benjamin L. Forman Professor of Marketing at the William E. Simon Graduate School of Business, University of Rochester. He has published on a wide variety of marketing topics and has twice won the John D. C. Little Best Paper Award. His outside interests include swimming and art collecting. Sanjay Jain (“ Marketing of Vice Goods: A Strategic Analysis of the Package Size Decision ”; “ Rejoinder: Package Size Issues and Vice Goods ”) is a professor and JCPenney Chair of Marketing and Retailing Studies at the Mays Business School, Texas A&M University. His research interests are in the areas of competitive strategy, behavioral economics, and experimental game theory. He has been a finalist for the Paul Green Award, the John D. C. Little Award, the INFORMS Society of Marketing Science Long Term Impact Award, and he has received the INFORMS Society of Marketing Science Practice Prize Award. He is an associate editor for Management Science and serves on the editorial boards of the Journal of Marketing Research and Marketing Science. Sanjog Misra (“ Disentangling Preferences and Learning in Brand Choice Models ”) is an associate professor of marketing and applied statistics at the William E. Simon School of Business, University of Rochester. His current research interests include the development and application of structural econometric methods to marketing problems. His research has been published in journals such as Marketing Science, Quantitative Marketing and Economics, the International Journal of Research in Marketing, and the Journal of Law and Economics, among others. Rik Pieters (“ Ad Gist: Ad Communication in a Single Eye Fixation ”) is a professor of marketing at Tilburg University. He holds a Ph.D. in social psychology from Leiden University. He researches consumer behavior to improve the effectiveness of marketing and public policy decisions; his work focuses on the determinants and implications of visual attention. He is in search of interesting main effects and surmountable hills. Devavrat Purohit (“ A Strategic Perspective on Durable Goods ”) is the Bob J. White Professor of Business Administra

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This paper tries to show how the major features of the behavior of advertising can be explained by advertising's information function. For search qualities advertising provides direct information about the characteristics of a brand. For experience qualities the most important information conveyed by advertising is simply that the brand advertises. This contrast in advertising by these qualities leads to significant differences in its behavior. How does advertising provide information to the consumer? The producer in his advertising is not interested directly in providing information for consumers. He is interested in selling more of his product. Subject to a few constraints, the advertising message says anything the seller of a brand wishes. A mechanism is required to make the selling job of advertising generate information to the consumer. [Авторский текст]

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This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing. As study material, we have chosen 143 articles that used marketing models and were published in the Journal of the Academy of Marketing Science, Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Quantitative Marketing and Economics and Quality and Quantity, from 2010–2014. Based on content analysis, these articles were assigned to consumer behaviour, product management, pricing management, distribution management, promotion management and marketing dynamics research themes in accordance with their research objectives. Some of these clusters were determined based on previous studies, while others emerged from our review. It is found that the highest (lowest) proportion of articles reviewed in this study involve research that uses marketing models in the marketing dynamics (distribution management) research theme. The next most common research theme was consumer behaviour. Articles utilising marketing models in product, pricing and promotion management themes were moderately common. We also summarise specific purposes for the use of marketing models in each research theme.

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Wilfred Amaldoss (“ Pricing Prototypical Products ”) is a professor of marketing at the Fuqua School of Business of Duke University. He holds an MBA from the Indian Institute of Management (Ahmedabad), and an M.A. (applied economics) and a Ph.D. from the Wharton School of the University of Pennsylvania. His research interests include behavioral game theory, experimental economics, advertising, pricing, new product development, and social effects in consumption. His recent publications have appeared in Marketing Science, Management Science,the Journal of Marketing Research,the Journal of Economic Behavior and Organization, and the Journal of Mathematical Psychology. His work has received the John D. C. Little and the Frank Bass awards. Tammo H. A. Bijmolt (“ Optimizing Retail Assortments ”) is a professor of marketing research at the Department of Marketing and director of the research school SOM, Faculty of Economics and Business Administration, University of Groningen, the Netherlands. His research interests include conceptual and methodological issues such as retailing, loyalty programs, pricing, and meta-analysis. His work has appeared in prestigious journals, such as the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, International Journal of Research in Marketing (IJRM), Psychometrika, and the Journal of the Royal Statistical Society Series A. He serves as an associate editor for IJRM. Michael Braun (“ Online Display Advertising: Modeling the Effects of Multiple Creatives and Individual Impression Histories ”) is an associate professor of marketing at the Cox School of Business at Southern Methodist University. He earned his Ph.D. from the Wharton School of the University of Pennsylvania, and he holds an A.B. with honors in economics from Princeton University and an MBA from the Fuqua School of Business at Duke University. He is a noted expert on the statistical analysis of large and complex customer databases; he has written on, spoken on, and taught about management topics such as sales forecasting, customer retention and valuation, marketing return on investment, social networking models, segmentation and targeting strategies, online advertising, and insurance decisions. From 2006 to 2013, he served on the marketing faculty of the MIT Sloan School of Management. Doug J. Chung (“ The Dynamic Advertising Effect of Collegiate Athletics ”) is an assistant professor of business administration in the Marketing Unit at Harvard Business School. He received his Ph.D. in management from Yale University and is also the recipient of the ISMS Doctoral Dissertation Award, ISBM Doctoral Support Award, and the Mary Kay Doctoral Dissertation Award. His research primarily focuses on sales force management and incentive compensation. Prior to pursuing a career in academics, he served as an officer and platoon commander in the South Korean Special Forces before continuing on to a variety of industry positions with several multinational companies. Imran S. Currim (“ Information Processing Pattern and Propensity to Buy: An Investigation of Online Point-of-Purchase Behavior ”) is the Chancellor's Professor and Associate Dean at the Paul Merage School of Business at University of California, Irvine. He received his B.Eng. from Victoria Jubilee Technical Institute of the University of Bombay, an MBA from the University of Wisconsin, and M.S. (statistics) and Ph.D. (business) degrees from Stanford. He received two American Marketing Association awards: the William O'Dell Award for a paper published in the Journal of Marketing Research and the Houghton Mifflin Distinguished Teaching in Marketing Award. He has published 40 articles on consumer choice models in the leading field journals, served as an associate editor for Marketing Science and Management Science, and served on the editorial boards of the Journal of Marketing Research and the International Journal of Research in Marketing. For the past five years he has served as associate dean of master's, executive, and undergraduate programs; the Wall Street Journal cited him as a Favorite Professor in an Executive MBA Program, and Business Week ranked his executive MBA marketing class third in the world. Chuan He (“ Pricing Prototypical Products ”) is an associate professor of marketing at the Leeds School of Business, University of Colorado at Boulder; he is also visiting associate professor of marketing at the Cheung Kong Graduate School of Business in Beijing, China. He holds a Ph.D. in marketing from Washington University in St. Louis and an M.A. in economics from the University of Toronto. His fields of specialization and research include advertising, search, pricing strategies, and channel contracts. His recent studies have appeared in Marketing Science, the Journal of Marketing Research, and the Economic Journal. He serves on the editorial board of Marketing Science. Zhongsheng Hua (“ Commentary—On ‘Equilibrium Returns Policies in the Presence of Supplier Competition’ ”) is a professor at and vice dean of the School of Management at University of Science and Technology of China. He has published extensively on supply chain management, channel management, and production research. Ivan Jeliazkov (“ Information Processing Pattern and Propensity to Buy: An Investigation of Online Point-of-Purchase Behavior ”) is an associate professor of economics and statistics at the University of California, Irvine. His research is in the area of Bayesian econometrics, with an emphasis on modeling, Markov chain Monte Carlo estimation, model comparison, and discrete data analysis. Yongquan Lan (“ Commentary—On ‘Equilibrium Returns Policies in the Presence of Supplier Competition’ ”) is a Ph.D. candidate affiliated with the joint Ph.D. program between the City University of Hong Kong and the University of Science and Technology of China. His research interest is on operations management and operations/marketing interface research. Yanzhi Li (“ Commentary—On ‘Equilibrium Returns Policies in the Presence of Supplier Competition’ ”) is an associate professor at the City University of Hong Kong. He received his Ph.D. and B.S. from the Hong Kong University of Science and Technology and Tsinghua University, respectively. His research interest is primarily on operations and supply chain management, and he has been recently focusing on interface research between operations and marketing and operations and finance. Ofer Mintz (“ Information Processing Pattern and Propensity to Buy: An Investigation of Online Point-of-Purchase Behavior ”) is an assistant professor of marketing at the E. J. Ourso College of Business at Louisiana State University (LSU). He completed his Ph.D. in marketing at the University of California, Irvine; M.Sc. in finance at the University of London; and BBA in marketing at Texas A&M University. Before coming to LSU, he was a visiting faculty member at the Interdisciplinary Center (IDC), Herzliya, Israel, for the spring 2012 semester. His research on marketing strategy/analytics and social media/online marketing has appeared (or is forthcoming) in Marketing Science and the Journal of Marketing. In addition, his teaching in social media/online marketing and international marketing has received high peer evaluation grades, and his courses have also been highlighted by the media. Wendy W. Moe (“ Online Display Advertising: Modeling the Effects of Multiple Creatives and Individual Impression Histories ”) is an associate professor of marketing and director of the M.S. in Marketing Analytics program at the Robert H. Smith School of Business, University of Maryland. She holds a Ph.D., M.A., and B.S. from the Wharton School at the University of Pennsylvania, as well as an MBA from Georgetown University. She is a recognized expert in online marketing and social media and has been on the faculty at the University of Maryland since 2004. Prior to that, she was on the faculty at the University of Texas at Austin. In addition to her academic work, she has consulted for numerous corporations and government agencies, helping them develop and implement state-of-the-art statistical models in the context of Web analytics, social media intelligence, and forecasting. Amit Pazgal (“ Co-Creation with Production Externalities ”) is a professor of marketing at the Jones Graduate School of Business, Rice University. He received his Ph.D. from the Kellogg School of Management, Northwestern University. His current research focuses on the analysis and characterization of optimal price-setting procedures employed by firms in various strategic environments. His research has appeared in the leading marketing, management, operations, and economics journals. Raghunath Singh Rao (“ Conspicuous Consumption and Dynamic Pricing ”) is an assistant professor of marketing at the McCombs School of Business at the University of Texas at Austin. He received a master's in applied economics and a Ph.D. in business administration from the University of Minnesota. His research interests include information asymmetry and bounded rationality issues in marketing in relation to substantive topics such as durable goods markets, pricing, sales management, and innovation. His research has been published in the Journal of Marketing Research, Marketing Science, and the Journal of Marketing. He was honored as a Marketing Science Institute (MSI) Young Scholar in 2011. Robert Ridlon (“ Favoring the Winner or Loser in Repeated Contests ”) is an assistant professor of business economics and public policy in the Kelley School of Business at Indiana University. He received his doctoral degree in business economics from Indiana University, where

ECONOMISTS have vigorously debated whether advertising and other messages supplied by sellers to buyers represent the efficient provision of information or the exploitation of buyers' imperfect access to it. Many economists now agree that each view commands some truth. Advertising should convey information efficiently where the buyer can easily verify it. But it may engender inefficient rent-seeking outlays by producers able to hamper buyers' gaining of information from alternative sources. For example, if buyers sample product information randomly, an incumbent can "jam" the channels through which entrants transmit their messages by loading the sampled population with messages of his own. Or the incumbent's messages can reinforce buyers' habits so as to reduce their prior expectations of the value of trying an alternative brand.2 If sales promotion is effective (by whatever means) in causing buyers to shift among competing products, it becomes a form of rent-seeking outlay by which sellers bid for the available customers.3 The problem for empirical research is to determine the extent to which seller-supplied information pursues a rent-seeking goal and thus incurs social costs. Those costs must be set against the efficiency advantage of sellers (relative to buyers or