We investigate how firms can become ‘prominent’ and thereby influence the order in which consumers consider options. First, firms can affect sales efforts by means of commission payments, in which case the salesman steers consumers towards expensive products. Second, sellers can advertise prices on a price comparison website, so that consumers investigate the suitability of products in order of increasing price. Here, prices are lower when search costs are higher. Finally, consumers might fir...Expand abstract
- Publisher copy:
- Copyright date:
Paying for prominence.
If you are the owner of this record, you can report an update to it here: Report update to this record