Identifying Consumer Inattention: A Product-Availability Approach
Identifying Consumer Inattention: A Product-Availability Approach
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识别消费者注意力不集中：产品可用性方法
DOI：
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发表时间：
2016
期刊：
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通讯作者：
Yasutora Watanabe
中科院分区：
文献类型：
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作者：
K. Kawaguchi;Kosuke Uetake;Yasutora Watanabe
一家公司的广告资源在不同渠道上的优化配置，关键取决于广告如何分别影响消费者的偏好和注意力。尽管考虑集模型可以用来研究这些问题，但考虑集模型的识别是具有挑战性的。低水平的选择概率可以归因于低水平的效用或低水平的注意力。在本文中，我们提出了一种新的识别来源，利用产品可获得性的差异，并将该方法应用于从自动售货机购买消费者饮料的现场实验数据。利用产品可获得性方法，我们可以区分广告对消费者注意力和偏好的影响，而不需要依赖于现有文献中普遍采用的排除限制。我们发现，广告对注意力和偏好都有显著的影响。此外，我们发现产品层面的广告效果在偏好和关注度上都存在显著的异质性。因此，我们的经验研究结果对决定营销资源的配置具有实际的管理意义。
Optimal allocation of a company’s advertisement resource across different channels crucially depends on how advertisements affect consumer preference and attention respectively. Although consideration set models can be used to investigate such questions, identification of consideration set models is challenging. Low level of choice probability can be attributed either to a low level of utility or a low level of attention. In this paper, we propose a new source of identification that exploits variation in product availability, and apply the method to the field experiment data on consumer beverage purchases from vending machines. With product availability approach, we can distinguish advertisement’s effect on consumer attention and preference without relying on exclusion restrictions, which are commonly adopted in the existing literature. We find that advertisements affect both attention and preference significantly. Moreover, we find significant product-level heterogeneity in advertisement effectiveness on both preference and attention. Hence, our empirical findings deliver practical managerial implications in determining allocation of marketing resource.