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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.
Persistent link: https://www.econbiz.de/10005780813
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 …
Persistent link: https://www.econbiz.de/10005652237
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 …
Persistent link: https://www.econbiz.de/10008838622
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 …
Persistent link: https://www.econbiz.de/10009372583
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 …
Persistent link: https://www.econbiz.de/10011257181
the same time,adware also raises privacy concerns. We study the effect of programmers'choice between shareware and adware …Programmers can distribute new software to online users either for a feeas shareware or bundle it with advertising … banners and distribute it forfree as adware. In this paper we study the programmers' choice betweenthese two modes of …
Persistent link: https://www.econbiz.de/10009435075
Planned shopping malls usually have one or more department stores (anchor stores) and multiple specialized retail stores in each commodity category. This paper presents a model of shopping malls in which these two types of stores sell noncomplementary commodities. If anchor stores sell standard...
Persistent link: https://www.econbiz.de/10005074094
We analyze the strategic pricing and informative advertising decisions made by firms in duopolistic contexts. We show … consumers uninformed about their products even if advertising cost is zero. …
Persistent link: https://www.econbiz.de/10005780437
This paper shows that an advertising ban is more likely to increase – rather than decrease – total consumption when … advertising does not bring about a large expansion of market demand at given prices and when it increases product differentiation … (thus allowing firms to command higher prices). In this case, the main impact of a ban on advertising is to reduce …
Persistent link: https://www.econbiz.de/10005656386
This paper studies advertising in vertically differentiated product markets with positive consumption externalities. In … consumers. In such markets, we show that firms will engage in advertising competition in order to convince consumers of their … levels of advertising. …
Persistent link: https://www.econbiz.de/10005666525