Sparking curiosity or tipping the scales? Targeted advertising with consumer learning

Bidragets oversatte titel: Sparking curiosity or tipping the scales? Targeted advertising with consumer learning

Andrei Matveenko, Egor Starkov*

*Corresponding author af dette arbejde

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

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Abstract

This paper argues, in the context of targeted advertising, that receivers’ ability to independently acquire information has a non-trivial impact on the sender’s optimal disclosure strategy. In our model, a monopolist has an opportunity to launch an advertising campaign and chooses a targeting strategy – which consumers to send its advertisement to. The consumers are uncertain about and heterogeneous in their valuations of the product, and can engage in costly learning about their true valuations. We discover that the firm generally prefers to target consumers who are either indifferent between ignoring and investigating the product, or between investigating and buying it unconditionally. If the firm is uncertain about the consumer appeal of its product, it targets these two distinct groups of consumers simultaneously but may ignore all consumers in between.
Bidragets oversatte titelSparking curiosity or tipping the scales? Targeted advertising with consumer learning
OriginalsprogEngelsk
Artikelnummer102885
TidsskriftJournal of Economic Behavior & Organization
Vol/bind213
Sider (fra-til)172-192
ISSN0167-2681
DOI
StatusUdgivet - sep. 2023

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