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This article was downloaded by: [89] On: 03 December 2014, At: 22:04 Publisher: Institute for Operations Research and the Management Sciences (INFORMS) INFORMS is located in Maryland, USA Marketing Science Publication details, including instructions for authors and subscription information: Uninformative Advertising as an Invitation to Search Dina Mayzlin, Jiwoong Shin, To cite this article: Dina Mayzlin, Jiwoong Shin, (2011) Uninformative Advertising as an Invitation to Search. Marketing Science 30(4):666-685. /10.1287/mksc.1110.0651 Full terms and conditions of use: /page/terms-and-conditions This article may be used only for the purposes of research, teaching, and/or private study. Commercial use or systematic downloading (by robots or other automatic processes) is prohibited without explicit Publisher approval, unless otherwise noted. For more information, contact permissions@. The Publisher does not warrant or guarantee the article’s accuracy, completeness, merchantability, fitness for a particular purpose, or non-infringement. Descriptions of, or references to, products or publications, or inclusion of an advertisement in this article, neither constitutes nor implies a guarantee, endorsement, or support of claims made of that product, publication, or service. Copyright © 2011, INFORMS Please scroll down for article—it is on subsequent pages INFORMS is the largest professional society in the world for professionals in the fields of operations research, management science, and analytics. For more information on INFORMS, its publications, membership, or meetings visit CELEBRATING 30 YEARS Vol. 30, No. 4, July–August 2011, pp. 666–685 doi 10.1287