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dc.contributor.authorHefti, Andreas-
dc.contributor.authorLiu, Shuo-
dc.date.accessioned2021-02-25T11:11:07Z-
dc.date.available2021-02-25T11:11:07Z-
dc.date.issued2020-
dc.identifier.issn0741-6261de_CH
dc.identifier.issn1756-2171de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/21871-
dc.description.abstractWe 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.de_CH
dc.language.isoende_CH
dc.publisherWileyde_CH
dc.relation.ispartofThe RAND Journal of Economicsde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subject.ddc659: Werbung und Öffentlichkeitsarbeitde_CH
dc.titleTargeted information and limited attentionde_CH
dc.typeBeitrag in wissenschaftlicher Zeitschriftde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitFachstelle für Wirtschaftspolitik (FWP)de_CH
dc.identifier.doi10.1111/1756-2171.12319de_CH
zhaw.funding.euNode_CH
zhaw.issue2de_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end420de_CH
zhaw.pages.start402de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.volume51de_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
zhaw.webfeedW: Spitzenpublikationde_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
Appears in collections:Publikationen School of Management and Law

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