The paper analyses the advertising as power vs. advertising as information controversy as well as its recent empirical testing. It is stressed that this distinction focuses too much on the interaction between consumer and manufacturer while ignoring the retailer as an important stake-holder. To compensate for this lack, a complex marketing system perspective is introduced in which consumer, retailer, and manufacturer interact. However, these complex marketing systems might drift towards market equilibria which are against the consumer interests: that is, firmsmight lock out brands from the market by means of trade and sales promotions and then use advertising to protect their position. Consequently brands of better quality and/or innovative brands are barred from trade shelves.

advertising, consumer behavior, marketing systems, product quality
dx.doi.org/10.1007/BF01352133, hdl.handle.net/1765/12726
ERIM Article Series (EAS)
Journal of Consumer Policy: consumer issues in law, economics and behavioral sciences
Erasmus Research Institute of Management

Verbeke, W.J.M.I. (1992). Advertising, product quality, and complex evolving marketing systems. Journal of Consumer Policy: consumer issues in law, economics and behavioral sciences, 15(2), 143–158. doi:10.1007/BF01352133