| Publikationstyp: | Working Paper – Gutachten – Studie |
| Titel: | Targeted information and limited attention |
| Autor/-in: | Hefti, Andreas Liu, Shuo |
| DOI: | 10.5167/uzh-124916 |
| Umfang: | 42 |
| Erscheinungsdatum: | 2016 |
| Reihe: | Working paper series / Department of Economics |
| Reihenzählung: | 230 |
| Verlag / Hrsg. Institution: | Universität Zürich |
| Verlag / Hrsg. Institution: | Zürich |
| ISSN: | 1664-7041 664-705X |
| Sprache: | Englisch |
| Schlagwörter: | Advertising; Bounded rationality; Ad avoidance; Differentiation; Information tax; Limited attention; Oligopolistic competition; Privacy concerns; Salience competition; Targeted advertising; Targeting |
| Fachgebiet (DDC): | 659: Werbung und Öffentlichkeitsarbeit |
| Zusammenfassung: | We examine the implications of limited consumer attention for the decisions of competing firms which consumers to target with their messages. Limited attention changes the conventional strategic role of targeted information, as information-senders may profitably intrude a competitor’s segment of prime consumers. Therefore, the presence of inattentive consumers can incentivize firms to behave as mass-advertisers, even if firms had the ability to direct their messages at infinite precision towards consumers with the most aligned preferences. Anticipating that the equilibrium information provision will not reflect their preferences, consumers with high nuisance costs optimally decide to block information. This adverse effect of information dissemination can explain the recently observed increased use of ad blocking tools by consumers, which has become a key issue to the entire advertising industry. Within the targeting framework, we further analyze the consequences of limited attention for the determinants of market shares, information taxation, attention competition between firms, the value of marketing data to firms, consumer privacy concerns and firm pricing strategies. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/16340 |
| 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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Zur Langanzeige
Hefti, A., & Liu, S. (2016). Targeted information and limited attention. Universität Zürich. https://doi.org/10.5167/uzh-124916
Hefti, A. and Liu, S. (2016) Targeted information and limited attention. Zürich: Universität Zürich. Available at: https://doi.org/10.5167/uzh-124916.
A. Hefti and S. Liu, “Targeted information and limited attention,” Universität Zürich, Zürich, 2016. doi: 10.5167/uzh-124916.
HEFTI, Andreas und Shuo LIU, 2016. Targeted information and limited attention. Zürich: Universität Zürich
Hefti, Andreas, and Shuo Liu. 2016. “Targeted Information and Limited Attention.” Zürich: Universität Zürich. https://doi.org/10.5167/uzh-124916.
Hefti, Andreas, and Shuo Liu. Targeted Information and Limited Attention. Universität Zürich, 2016, https://doi.org/10.5167/uzh-124916.
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