Competitive pricing and advertising with spillover
研究了当消费者注意力有限时，企业的广告策略如何受竞争和溢出效应影响，发现竞争企业仅在溢出效应弱时才会广告水平属性，且可能比垄断企业广告更少。
We study firms’ advertising strategies when they face attention-limited consumers, who pay more attention to a horizontal attribute when it is more heavily advertised. Under competition, one firm’s advertising can affect a consumer’s valuation for competing products, which we term as the spillover effect. We show that competing firms may only advertise the horizontal attribute when the spillover is weak. Moreover, competing firms may advertise less than a monopolist.