A Utility-Based Model of Sales with Informative Advertising

Sandro Shelegia and Chris M Wilson
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Chris M Wilson: School of Business and Economics, Loughborough University

Discussion Paper Series from Department of Economics, Loughborough University

Abstract: This paper presents a generalised framework to understand mixed-strategy sales behaviour with informative advertising. By introducing competition in the utility space into a clearinghouse sales model, we o er a highly tractable framework that can i) provide a novel welfare analysis of intra-personal price discrimination in sales markets, ii) characterise sales in a range of new contexts including complex market settings and situations where rms conduct sales with two-part tari s or non-price variables such as package size, and iii) synthesise past research and highlight its key forces and assumptions.

Keywords: Sales; Price Dispersion; Advertising; Clearinghouse; Utility Space; Intra-personal; Price Discrimination; Two-Part Tari s; Bonus Packs; Package Size (search for similar items in EconPapers)
JEL-codes: D43 D83 L13 M37 (search for similar items in EconPapers)
Date: 2014-10, Revised 2014-10
New Economics Papers: this item is included in nep-com, nep-mic, nep-mkt and nep-upt
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Working Paper: A Utility-Based Model of Sales with Informative Advertising (2014)
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