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Advertising and Quality in the U.S. Market for Automobiles

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  • Mark W. Nichols

Abstract

Using data consisting of domestic and foreign automobiles over the period 1985‐1990, the hypothesis that advertising serves as a signal of higher quality is empirically tested. This is accomplished by examining how advertising levels vary with a quality measure that is not observable at the time of purchase but becomes available subsequent to a model's release. Above average quality results in expenditures that are 15% higher than average quality outlays. Lending further support to the signalling hypothesis, the positive advertising–quality relationship holds strongest when a model significantly improves in quality relative to the previous year's model.

Suggested Citation

  • Mark W. Nichols, 1998. "Advertising and Quality in the U.S. Market for Automobiles," Southern Economic Journal, John Wiley & Sons, vol. 64(4), pages 922-939, April.
    • Handle: RePEc:wly:soecon:v:64:y:1998:i:4:p:922-939
    DOI: 10.1002/j.2325-8012.1998.tb00111.x
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    References listed on IDEAS

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    Cited by:

    1. Mark N. Hertzendorf & Per Baltzer Overgaard, 2001. "Price Competition and Advertising Signals: Signaling by Competing Senders," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 10(4), pages 621-662, December.
    2. Matthias Greuner & David Kamerschen & Peter Klein, 2000. "The Competitive Effects of Advertising in the US Automobile Industry, 1970-94," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 7(3), pages 245-261.
    3. Belleflamme,Paul & Peitz,Martin, 2015. "Industrial Organization," Cambridge Books, Cambridge University Press, number 9781107687899, September.
    4. Ljubica Nedelkoska, 2010. "Occupations at risk: The task content and job stability," Jena Economics Research Papers 2010-024, Friedrich-Schiller-University Jena.
    5. Hwang, Yun Jae & Roe, Brian E. & Teisl, Mario F., 2006. "Does Price Signal Quality? Strategic Implications of Price as a Signal of Quality for the Case of Genetically Modified Food," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 9(1), pages 1-22.
    6. Grolleau, Gilles & Caswell, Julie A., 2006. "Interaction Between Food Attributes in Markets: The Case of Environmental Labeling," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 31(3), pages 1-14, December.
    7. Régis Chenavaz & Sajjad M. Jasimuddin, 2017. "An analytical model of the relationship between product quality and advertising," Post-Print hal-01685892, HAL.
    8. Hellström, Jörgen & Rudholm, Niklas, 2003. "Advertising as a Signaling Device in the Swedish Pharmaceuticals Market," Umeå Economic Studies 612, Umeå University, Department of Economics.

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