Cover Image
QR Code

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...

Full description

Published in:Economic Inquiry Vol. 61; no. 2; pp. 430 - 451
Main Authors: Burguet, Roberto, Petrikaitė, Vaiva
Format: Article
Published: Wiley-Blackwell Apr2023
Subjects:
Advertising
Consumers
Consumer education
Product differentiation
Willingness to pay
Online Access:View this record in EBSCOhost