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On the strategic use of attention grabbers

Eliaz, K.; Spiegler, R.; (2010) On the strategic use of attention grabbers. (ELSE Working Papers 374). ESRC Centre for Economic Learning and Social Evolution: London, UK. Green open access

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Abstract

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 profi�ts and (mostly vertical) product differentiation.

Type: Working / discussion paper
Title: On the strategic use of attention grabbers
Open access status: An open access version is available from UCL Discovery
Publisher version: http://else.econ.ucl.ac.uk/newweb/papers.php#2010
Language: English
Keywords: Marketing, irrelevant alternatives, limited attention, consideration sets, bounded rationality, preferences over menus, persuasion, conversion rates, media platforms
UCL classification: UCL > Provost and Vice Provost Offices > UCL SLASH > Faculty of S&HS > Dept of Economics
URI: https://discovery.ucl.ac.uk/id/eprint/19481
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