English, Article, Journal or magazine article edition: Advertising for Attention in a Consumer Search Model Marco A. Haan; José Luis Moraga-González

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Bookmark: http://trove.nla.gov.au/version/120553
Physical Description
  • preprint
Language
  • English

Edition details

Title
  • Advertising for Attention in a Consumer Search Model
Author
  • Marco A. Haan
  • José Luis Moraga-González
Physical Description
  • preprint
Notes
  • We model the idea that when consumers search for products, they first visit the firm whose advertising is more salient. The gains a firm derives from being visited early increase in search costs, so equilibrium advertising increases as search costs rise. This may result in lower firm profits when search costs increase. We extend the basic model by allowing for firm heterogeneity in advertising costs.
  • Advertising; attention; consumer search; saliency
  • RePEc:dgr:uvatin:20090031
Language
  • English
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