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Consideration sets and competitive marketing

Eliaz, K.; Spiegler, R.; (2007) Consideration sets and competitive marketing. (ELSE Working Papers 293). ESRC Centre for Economic Learning and Social Evolution: London, UK. Green open access

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Abstract

We study a market model in which competing �firms use costly marketing devices to influence the set of alternatives which consumers perceive as relevant. Consumers in our model are boundedly rational in the sense that they have an imperfect perception of what is relevant to their decision problem. They apply well-defined preferences to a "consideration set", which is a function of the marketing devices employed by the firms. We examine the implications of this behavioral model in the context of a competitive market model, particularly on industry pro�fits, vertical product differentiation, the use of marketing devices and consumers' conversion rates.

Type: Working / discussion paper
Title: Consideration sets and competitive marketing
Open access status: An open access version is available from UCL Discovery
Publisher version: http://else.econ.ucl.ac.uk/newweb/papers.php#2007
Language: English
Keywords: Marketing, advertising, consideration sets, bounded rationality, attention, persuasion, reason-based choice, irrelevant alternatives, internet search, search engine optimization
UCL classification: UCL > Provost and Vice Provost Offices > UCL SLASH > Faculty of SandHS > Dept of Economics
URI: https://discovery.ucl.ac.uk/id/eprint/14363
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