Targeted advertising and costly consumer search.

We study targeting of advertising based on information about the consumer's likely ranking of products. Firms send ads to more promising consumers. Thus, targeting increases the expected willingness to pay for the product the consumer learns about but also reduces the expected differentiation of the...

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Detalles Bibliográficos

Publicado en:	Economic Inquiry Vol. 61; no. 2; pp. 430 - 451
Autores principales:	Burguet, Roberto, Petrikaitė, Vaiva
Formato:	Artículo
Publicado:	Wiley-Blackwell Apr2023
Materias:	Advertising Consumers Consumer education Product differentiation Willingness to pay
Acceso en línea:	Ver este registro en EBSCOhost