Asymmetric Market Shares, Advertising, and Pricing: Equilibrium with an Information Gatekeeper
AbstractWe analyze the impact of market share on advertising and pricing decisions by firms that sell to loyal, non-shopping customers and can advertise to shoppers through an information intermediary or "gatekeeper." In equilibrium the firm with the smaller loyal market advertises more aggressively but prices less competitively than the firm with the larger loyal market, and there is no equilibrium in which both firms advertise with probability 1. The results differ significantly from earlier literature which assumes all prices are revealed to shoppers and finds that the firm with the smaller loyal market adopts a more competitive pricing strategy. The predictions of the model are consistent with advertising and pricing behavior observed on price comparison websites such as Shopper.com.
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Bibliographic InfoPaper provided by University of Delaware, Department of Economics in its series Working Papers with number 08-14.
Length: 28 pages
Date of creation: 2008
Date of revision:
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Web page: http://www.lerner.udel.edu/departments/economics/department-economics/
More information through EDIRC
online markets; E-commerce; market share; information gatekeeper; equilibrium price dispersion; advertising;
Other versions of this item:
- Michael Arnold & Chenguang Li & Christine Saliba & Lan Zhang, 2011. "Asymmetric Market Shares, Advertising And Pricing: Equilibrium With An Information Gatekeeper," Journal of Industrial Economics, Wiley Blackwell, vol. 59(1), pages 63-84, 03.
- D4 - Microeconomics - - Market Structure and Pricing
- D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search, Learning, and Information
- L19 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Other
- L89 - Industrial Organization - - Industry Studies: Services - - - Other
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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