On the Strategic Use of Attention Grabbers
On the Strategic Use of Attention Grabbers
复制标题
关于吸引注意力的策略性运用
DOI：
--
复制
发表时间：
2010
期刊：
影响因子：
--
通讯作者：
R. Spiegler
中科院分区：
文献类型：
--
作者：
K. Eliaz;R. Spiegler
当一家公司决定提供或展示哪些产品时，它会考虑到产品吸引人们注意品牌名称的能力。因此，一种产品对企业的价值源于它直接满足的消费者需求，以及它对企业其他产品产生的间接需求。我们在媒体内容提供商（广播电视频道、互联网门户、报纸）与注意力有限的消费者之间的风格化竞争模型的背景下探讨了这一观点。我们将产品的均衡使用描述为注意力吸引器及其对消费者转换，行业利润和（主要是垂直）产品差异化的影响。
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 stylized 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 profits and (mostly vertical) product differentiation.