Communicating Attribute Importance Under Competition

The paper shows that competing firms with competitive advantages in distinct attributes can credibly coordinate their messaging about attribute importance, reducing consumer uncertainty and generating category demand. A truthful equilibrium arises in which each firm highlights the more important attribute—even when at a disadvantage—but such an equilibrium does not exist without competition.

• 저널Marketing Science
• 토픽Game Theory and Applications · Management Science and Operations Research
• DOI10.1287/mksc.2024.1124
• 저자Jae-Yun Lee, Jiwoong Shin, Jungju Yu