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the same time, adware also raises privacy concerns. We study the e¤ect of programmers’ choice between shareware and adware …Programmers can distribute new software to online users either for a fee as shareware or bundle it with advertising … banners and distribute it for free as adware. In this paper we study the programmers’ choice between these two modes of …
This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A … monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising …
This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A … monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising …
The paper formalizes the intuition that brands are consumed for image reasons and that advertising creates a brand …'s image. The key idea is that advertising informs the public of brand names and creates the possibility of conspicuous … consumption by rendering brands a signalling device. In a price competition framework, we show that advertising increases …
promotion, in a model where a seller employs informative advertising to launch a new product. We propose a fairly general … advertising technology for the study of three promotional strategies—mass, imperfectly targeted, and customer directed advertising … (CDA). We find that both the private and the social incentives to use distinct advertising strategies are aligned, and that …
This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A … monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising …
Advertising is commonly regarded as a strategic tool to increase demand and steal business from competitors. The … present work studies the competitive effects of advertising in a two-period game with incomplete information about the … the post-entry game is independent of the pre-entry advertising decision. Assuming that pre-entry advertising by an …
advertising may affect consumer perferences. We illustrate the implications of our theory - an contrast with results from models … of informative advertising - by analysing the relationship between the degree of product differentiation and equilibrium … levels of advertising. The analysis suggests that an positive relationship between equilibrium levels of advertising and …
A durable experience good produced by a monopoly can be of either high or low quality. While some sonsumers are informed of the quality the others are not and have to infer quality through the marketing strategy of the firm. The model is a natural extension of Bagwell and Riordan.