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T-Space at The University of Toronto Libraries >
Theoretical Economics >
Volume 6, Number 1 (January 2011) >

Please use this identifier to cite or link to this item: http://hdl.handle.net/1807/27173

Title: On the strategic use of attention grabbers
Authors: Kfir Eliaz; Department of Economics, Brown University
Ran Spiegler; Department of Economics, University College London and Tel Aviv University
Keywords: Bounded rationality, irrelevant alternatives, limited attention, consideration sets, preferences over menus, marketing, persuasion, conversion rates, media platforms
C79, D03, M39
Issue Date: 23-Jan-2011
Publisher: Theoretical Economics
Citation: Theoretical Economics; Vol 6, No 1 (2011)
Abstract: [This item is a preserved copy. To view the original, visit http://econtheory.org/] When a firm decides which products to offer or put on display, it takes into account the products' ability to attract attention to the brand name as a whole. Thus, the value of a product to the firm emanates from the consumer demand it directly meets, as well as the indirect demand it generates for the firms' other products. We explore this idea in the context of a stylzed model of competition between media content providers (broadcast TV channels, internet portals, newspapers) over consumers with limited attention. We characterize the equilibrium use of products as attention grabbers and its implications for consumer conversion, industry profits and (mostly vertical) product differentiation.
URI: http://hdl.handle.net/1807/27173
Other Identifiers: http://econtheory.org/ojs/index.php/te/article/view/20110127
Rights: Authors who publish in <i>Theoretical Economics</i> will release their articles under the <a href="http://creativecommons.org/licenses/by-nc/2.5/">Creative Commons Attribution-NonCommercial license</a>. This license allows anyone to copy and distribute the article for non-commercial purposes provided that appropriate attribution is given.
Appears in Collections:Volume 6, Number 1 (January 2011)

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