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Advertising for consideration

Author

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  • Astorne-Figari, Carmen
  • López, José Joaquín
  • Yankelevich, Aleksandr

Abstract

We analyze markets where firms competing on price advertise to increase the probability of entering consumers’ consideration sets. We find that moderately costly advertising allows firms to raise prices and possibly profits by reducing the fraction of price-conscious consumers, and by segmenting the market according to whether or not consumers consider the lower priced firm. However, when the cost of advertising is sufficiently low, advertising leads to a prisoners’ dilemma that adversely impacts profits without affecting expected prices.

Suggested Citation

  • Astorne-Figari, Carmen & López, José Joaquín & Yankelevich, Aleksandr, 2019. "Advertising for consideration," Journal of Economic Behavior & Organization, Elsevier, vol. 157(C), pages 653-669.
    • Handle: RePEc:eee:jeborg:v:157:y:2019:i:c:p:653-669
    DOI: 10.1016/j.jebo.2018.11.002
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    References listed on IDEAS

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    Cited by:

    1. Rozzi, Roberto & Schmitt, Stefanie Y., 2024. "Vertical product differentiation, prominence, and costly search," BERG Working Paper Series 190, Bamberg University, Bamberg Economic Research Group.
    2. Saur, Marc P. & Schlatterer, Markus G. & Schmitt, Stefanie Y., 2022. "Limited perception and price discrimination in a model of horizontal product differentiation," Games and Economic Behavior, Elsevier, vol. 134(C), pages 151-168.
    3. Michael Arnold & Eric Schmidbauer & Lan Zhang, 2022. "Uniform and targeted informative advertising with asymmetric customer loyalty," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(1), pages 90-114, February.
    4. Andreas Hefti & Julia Lareida, 2021. "Competitive attention, Superstars and the Long Tail," ECON - Working Papers 383, Department of Economics - University of Zurich.
    5. Schmitt, Stefanie Y., 2022. "Competition with limited attention to quality differences," BERG Working Paper Series 184, Bamberg University, Bamberg Economic Research Group.

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    More about this item

    Keywords

    Advertising; Bounded rationality; Consideration sets; Oligopoly; Price dispersion;
    All these keywords.

    JEL classification:

    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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