Targeted Advertising and Consumer Inference

This paper investigates how consumers might form inferences from the mere fact that they observe a targeted ad and how firms facing these consumer must choose targeting strategy optimally under competition.

• 저널Marketing Science · 40(5) · 900–922
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2021.1284
• 저자Jiwoong Shin, Jungju Yu