| Publikationstyp: | Beitrag in wissenschaftlicher Zeitschrift |
| Art der Begutachtung: | Peer review (Publikation) |
| Titel: | Targeted information and limited attention |
| Autor/-in: | Hefti, Andreas Liu, Shuo |
| et. al: | No |
| DOI: | 10.1111/1756-2171.12319 |
| Erschienen in: | The RAND Journal of Economics |
| Band(Heft): | 51 |
| Heft: | 2 |
| Seite(n): | 402 |
| Seiten bis: | 420 |
| Erscheinungsdatum: | 2020 |
| Verlag / Hrsg. Institution: | Wiley |
| ISSN: | 0741-6261 1756-2171 |
| Sprache: | Englisch |
| Fachgebiet (DDC): | 659: Werbung und Öffentlichkeitsarbeit |
| Zusammenfassung: | 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://www.zora.uzh.ch/id/eprint/124916/ https://digitalcollection.zhaw.ch/handle/11475/21871 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Organisationseinheit: | Zentrum für Arbeitsmärkte, Digitalisierung und Regionalökonomie (CLDR) |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
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Hefti, A., & Liu, S. (2020). Targeted information and limited attention. The RAND Journal of Economics, 51(2), 402–420. https://doi.org/10.1111/1756-2171.12319
Hefti, A. and Liu, S. (2020) ‘Targeted information and limited attention’, The RAND Journal of Economics, 51(2), pp. 402–420. Available at: https://doi.org/10.1111/1756-2171.12319.
A. Hefti and S. Liu, “Targeted information and limited attention,” The RAND Journal of Economics, vol. 51, no. 2, pp. 402–420, 2020, doi: 10.1111/1756-2171.12319.
HEFTI, Andreas und Shuo LIU, 2020. Targeted information and limited attention. The RAND Journal of Economics [online]. 2020. Bd. 51, Nr. 2, S. 402–420. DOI 10.1111/1756-2171.12319. Verfügbar unter: https://www.zora.uzh.ch/id/eprint/124916/
Hefti, Andreas, and Shuo Liu. 2020. “Targeted Information and Limited Attention.” The RAND Journal of Economics 51 (2): 402–20. https://doi.org/10.1111/1756-2171.12319.
Hefti, Andreas, and Shuo Liu. “Targeted Information and Limited Attention.” The RAND Journal of Economics, vol. 51, no. 2, 2020, pp. 402–20, https://doi.org/10.1111/1756-2171.12319.
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