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Journal article

Paying for prominence.

Abstract:

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...

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Authors


Mark Armstrong More by this author
Jidong Zhou More by this author
Journal:
Economic Journal
Volume:
121
Issue:
556
Publication date:
2011
DOI:
URN:
uuid:06ef8a41-ae53-4369-9356-3551420825c5
Local pid:
oai:economics.ouls.ox.ac.uk:15234
Language:
English

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