- A-Z
- Jena Economic Resea...
- Volume 6
- Persuasive Silence
Persuasive Silence
- Abgebildete Person
- Erschienen
- 4. April 2012
- Nummer des Discussion-Papers
-
2012-014
- Schlagwort(e)
-
Advertising
Consideration set
Counter signaling
Limited attention
Marketing
Signaling game
- Zusammenfsg.
-
In the market where inattentive buyers can fail to notice some feasible choices, the key role of marketing is to make buyers aware of products. However, the e¤ective marketing strategy is often subtle since marketing tactics can make buyers cautious. This paper provides a framework to analyze an e¤ective marketing strategy to persuade an inattentive buyer in an adverse selection environment. We investigate how an attention-grabbing marketing can "backfire" and when it can be e¤ective.
- article pub. typess JER
- Research article
- article languages JER
- Englisch
- JEL-Classification for JER
- D0 - General; D82 - Asymmetric and Private Information ; D83 - Search; Learning; Information and Knowledge; Communication; Belief ; L15 - Information and Product Quality; Standardization and Compatibility