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On the strategic use of attention grabbers

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Author Info

  • Spiegler, Ran

    ()
    (Department of Economics, University College London and Tel Aviv University)

  • Eliaz, Kfir

    ()
    (Department of Economics, Brown University)

Abstract

When a firm decides which products to offer or put on display, it takes into account the products' ability to attract attention to the brand name as a whole. Thus, the value of a product to the firm emanates from the consumer demand it directly meets, as well as the indirect demand it generates for the firms' other products. We explore this idea in the context of a stylzed model of competition between media content providers (broadcast TV channels, internet portals, newspapers) over consumers with limited attention. We characterize the equilibrium use of products as attention grabbers and its implications for consumer conversion, industry profits and (mostly vertical) product differentiation.

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Bibliographic Info

Article provided by Econometric Society in its journal Theoretical Economics.

Volume (Year): 6 (2011)
Issue (Month): 1 (January)
Pages:

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Handle: RePEc:the:publsh:758

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Web page: http://econtheory.org

Related research

Keywords: Bounded rationality; irrelevant alternatives; limited attention; consideration sets; preferences over menus; marketing; persuasion; conversion rates; media platforms;

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References

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  1. Nakajima, Daisuke & Masatlioglu, Yusufcan, 2013. "Choice by iterative search," Theoretical Economics, Econometric Society, vol. 8(3), September.
  2. Armstrong, Mark, 2008. "Interactions between competition and consumer policy," MPRA Paper 7258, University Library of Munich, Germany.
  3. Yusufcan Masatlioglu & Daisuke Nakajima & Erkut Y. Ozbay, 2012. "Revealed Attention," American Economic Review, American Economic Association, vol. 102(5), pages 2183-2205, August.
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Cited by:
  1. Karen Kaiser & Rainer Schwabe, 2011. "Preference for Variety," Working Papers 2011-13, Banco de México.
  2. Paola Manzini & Marco Mariotti, 2012. "Stochastic Choice and Consideration Sets," CEEL Working Papers 1205, Cognitive and Experimental Economics Laboratory, Department of Economics, University of Trento, Italia.
  3. Toru Suzuki, 2012. "Persuasive Silence," Jena Economic Research Papers 2012-014, Friedrich-Schiller-University Jena, Max-Planck-Institute of Economics.
  4. Oktay Sürücü, 2013. "Welfare Improving Discrimination based on Cognitive Limitations," Working Papers 495, Bielefeld University, Center for Mathematical Economics.
  5. Nakajima, Daisuke & Masatlioglu, Yusufcan, 2013. "Choice by iterative search," Theoretical Economics, Econometric Society, vol. 8(3), September.

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