... been strong proponents of the information view of advertising, and we will argue in the conclusion that it is perfectly capable of explaining shifts in the shape of the demand curve of the type ... the conflicting empirical results on advertising effects obtained in the marketing literature, and to clarify the confusion about alternative measures of the impact of advertising on consumer price ... dimension have the highest WTP for Heinz By focusing on this dimension, Heinz advertising raises the WTP of these inframarginal consumers further Such advertising is profitable because it reduces the...