Personalized princing with targeted advertising : who are the winners?

Detalhes bibliográficos
Autor(a) principal: Esteves, Rosa Branca
Data de Publicação: 2017
Outros Autores: Resende, Joana
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/1822/44660
Resumo: FCT (Fundação para a CiŒncia e a Tecnologia) within the projects PTDC/IIM-ECO/2280/2014 and POCI-01-0145-FEDER006890.
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spelling Personalized princing with targeted advertising : who are the winners?Ciências Sociais::Economia e GestãoFCT (Fundação para a CiŒncia e a Tecnologia) within the projects PTDC/IIM-ECO/2280/2014 and POCI-01-0145-FEDER006890.This paper investigates who wins and who loses when rms depart from a mass advertising/uniform pricing strategy (benchmark model) to a targeted advertising/price discrimination one. We characterize the equilibrium outcomes in both settings. Then, we address the competitive and welfare e⁄ects of personalized pricing with targeted advertising by comparing the results obtained under this business strategy to the ones arising under the mass strategy. We show that all segment consumers are expected to pay higher average prices under the personalized advertising/pricing strategy. We also show that the personalized strategy might be a winning strategy for rms. The overall welfare e⁄ects of the personalized strategy are ambiguous. However, even when the personalized strategy boosts overall welfare, consumers might all be worse-o⁄. Thus the paper gives support to concerns that have been raised regarding the rmsability to adopt personalized strategies to boost prots at the expense of consumers.Compete 2020, Feder, Portugal 2020, FCTUniversidade do Minho. Núcleo de Investigação em Políticas Económicas (NIPE)Universidade do MinhoEsteves, Rosa BrancaResende, Joana2017-012017-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/1822/44660engEsteves, Rosa-Branca e Joana Resende, "Personalized Pricing with Targeted Advertising: Who are the Winners?", NIPE - WP 02/2017.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-05-11T05:25:28Zoai:repositorium.sdum.uminho.pt:1822/44660Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-05-11T05:25:28Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Personalized princing with targeted advertising : who are the winners?
title Personalized princing with targeted advertising : who are the winners?
spellingShingle Personalized princing with targeted advertising : who are the winners?
Esteves, Rosa Branca
Ciências Sociais::Economia e Gestão
title_short Personalized princing with targeted advertising : who are the winners?
title_full Personalized princing with targeted advertising : who are the winners?
title_fullStr Personalized princing with targeted advertising : who are the winners?
title_full_unstemmed Personalized princing with targeted advertising : who are the winners?
title_sort Personalized princing with targeted advertising : who are the winners?
author Esteves, Rosa Branca
author_facet Esteves, Rosa Branca
Resende, Joana
author_role author
author2 Resende, Joana
author2_role author
dc.contributor.none.fl_str_mv Universidade do Minho
dc.contributor.author.fl_str_mv Esteves, Rosa Branca
Resende, Joana
dc.subject.por.fl_str_mv Ciências Sociais::Economia e Gestão
topic Ciências Sociais::Economia e Gestão
description FCT (Fundação para a CiŒncia e a Tecnologia) within the projects PTDC/IIM-ECO/2280/2014 and POCI-01-0145-FEDER006890.
publishDate 2017
dc.date.none.fl_str_mv 2017-01
2017-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/1822/44660
url http://hdl.handle.net/1822/44660
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Esteves, Rosa-Branca e Joana Resende, "Personalized Pricing with Targeted Advertising: Who are the Winners?", NIPE - WP 02/2017.
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade do Minho. Núcleo de Investigação em Políticas Económicas (NIPE)
publisher.none.fl_str_mv Universidade do Minho. Núcleo de Investigação em Políticas Económicas (NIPE)
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv mluisa.alvim@gmail.com
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