| Publication type: | Article in scientific journal |
| Type of review: | Peer review (publication) |
| Title: | Targeted information and limited attention |
| Authors: | Hefti, Andreas Liu, Shuo |
| et. al: | No |
| DOI: | 10.1111/1756-2171.12319 |
| Published in: | The RAND Journal of Economics |
| Volume(Issue): | 51 |
| Issue: | 2 |
| Page(s): | 402 |
| Pages to: | 420 |
| Issue Date: | 2020 |
| Publisher / Ed. Institution: | Wiley |
| ISSN: | 0741-6261 1756-2171 |
| Language: | English |
| Subject (DDC): | 659: Advertising and public relations |
| Abstract: | We examine the implications of limited consumer attention for the targeting decisions of competing firms. Limited attention alters the strategic role of information provision as firms may become incentivized to behave as mass advertisers, despite perfect targeting abilities. We analyze the consequences of limited attention for targeting, strategic pricing, market shares, attention competition between firms, and the value of marketing data to firms. Accounting for limited attention in an otherwise standard targeting framework can explain several recent key issues from the advertising industry, such as consumer-side information overload or the increased usage of ad blocking tools. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/21871 |
| Fulltext version: | Published version |
| License (according to publishing contract): | Licence according to publishing contract |
| Departement: | School of Management and Law |
| Organisational Unit: | Center for Economic Policy (FWP) |
| Appears in collections: | Publikationen School of Management and Law |
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