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Signaling in Finance and Marketing

In: Decision Making in Marketing and Finance

Author

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  • Paul Sergius Koku

Abstract

What is signaling, why is it used, and when is it used in marketing? These are a few questions that usually come up, which we intend to deal with in this chapter. The term “signaling” is used in many disciplines including, but not limited to, finance, economics, marketing, and evolutionary biology. Some scholars have argued that the term originated from evolutionary biology where scientists use it to describe a unique communication between male and female species—insects, animals, birds, and so on. Signals are different from “cues” and are intentionally emitted by the sender to communicate a specific intent. This intent is received by the receiver of the signal. For example, the male frog communicates its readiness to mate by emitting a specific signal to indicate its intent. This intent is understood by a female gray tree frog that receives the signal (Feldhamer et al., 2007). Similarly, peacocks supposedly signal their reproductive fitness with their large colorful tails (Grafen, 1990).

Suggested Citation

  • Paul Sergius Koku, 2014. "Signaling in Finance and Marketing," Palgrave Macmillan Books, in: Decision Making in Marketing and Finance, chapter 0, pages 49-68, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-44477-6_4
    DOI: 10.1057/9781137444776_4
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