The Depth and Reach of Exploitation: Contracting with Endogenously Naive Consumers

Benjamin Balzer and Benjamin Young

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Abstract: Consumers can invest resources to understand and avoid their behavioral mistakes, and their incentives to do so depend on the market consequences of remaining naive. We incorporate this feedback between consumers' cognitive states and market outcomes into a general contracting model. Firms face a trade-off between the depth and reach of exploitation: deeper exploitation raises profit from a naive consumer but induces greater cognitive investment, promoting sophistication and shrinking the exploitable consumer base. This trade-off disciplines exploitation and can cause policies that benefit consumers when cognition is fixed to backfire when cognition is endogenous.

Date: 2026-09
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