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Competition for Attention

Pedro Bordalo, Nicola Gennaioli and Andrei Shleifer

The Review of Economic Studies, 2016, vol. 83, issue 2, 481-513

Abstract: We present a model of market competition in which consumers' attention is drawn to the products' most salient attributes. Firms compete for consumer attention via their choices of quality and price. Strategic positioning of a product affects how all other products are perceived. With this attention externality, depending on the cost of producing quality some markets exhibit "commoditized" price salient equilibria, while others exhibit "de-commoditized" quality salient equilibria. When the costs of quality change, innovation can lead to radical shifts in markets, as in the case of decommoditization of the coffee market by Starbucks. In the context of financial innovation, the model generates the phenomenon of "reaching for yield".

Date: 2016
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Working Paper: Competition for Attention (2013) Downloads
Working Paper: Competition for Attention (2013) Downloads
Working Paper: Competition for Attention Downloads
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The Review of Economic Studies is currently edited by Thomas Chaney, Xavier d’Haultfoeuille, Andrea Galeotti, Bård Harstad, Nir Jaimovich, Katrine Loken, Elias Papaioannou, Vincent Sterk and Noam Yuchtman

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