Selling Costs and Cognitive Distancing

Robert E. Kuenne
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Robert E. Kuenne: Princeton University

Chapter 12 in Price and Nonprice Rivalry in Oligopoly, 1998, pp 328-388 from Palgrave Macmillan

Abstract: Abstract The last, and very important, component of nonprice competition that we will model is advertising — or, more broadly, selling cost activities — which we will treat as extrinsic characteristics of products. Their costs are distinguished from production and consonance costs as expenditures whose purposes are to affect demand functions for the brands rather than supply conditions.

Keywords: Nash Equilibrium; Base Case; Modeling Methodology; Price Reduction; Price Differential (search for similar items in EconPapers)
Date: 1998
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DOI: 10.1007/978-0-230-50371-7_12

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