A growing body of research suggests that an abundance of choices can lead to decision-making difficulties for consumers. Rather than maximizing utility, many consumers employ a satisficing decision-making approach, whereby they search for products sequentially until they find one that is...

Live-streaming advertising in e-commerce is soaring. Both Amazon and Alibaba have employedthis novel marketing model to engage consumers by sequentially exhibiting differentproducts through live-streaming videos. In this paper we adopt a mechanism design frameworkto model live-streaming...