@article{doi:10.1287/mksc.2020.1246,
author = {Joshi, Yogesh V. and Musalem, Andres},
title = {When Consumers Learn, Money Burns: Signaling Quality via Advertising with Observational Learning and Word of Mouth},
journal = {Marketing Science},
volume = {40},
number = {1},
pages = {168-188},
year = {2021},
doi = {10.1287/mksc.2020.1246},

URL = { 
        https://doi.org/10.1287/mksc.2020.1246
    
},
eprint = { 
        https://doi.org/10.1287/mksc.2020.1246
    
}
,
    abstract = { When consumers learn via observations or word of mouth, a firm may strategically spend more on advertising to credibly signal its quality. }
}