02030101 TMBA TMBA #tm_1th_2 > li:nth-child(3) > ul > li.toy_0 > a 02030101 TMBA TMBA #mprovide > div > div > div.box.box1 > ul > li:nth-child(1) > a 02030201 IMBA IMBA #tm_1th_2 > li:nth-child(3) > ul > li.toy_1 > a 02030201 IMBA IMBA #mprovide > div > div > div.box.box1 > ul > li:nth-child(2) > a 02030301 EMBA EMBA #tm_1th_2 > li:nth-child(3) > ul > li.toy_2 > a 02030301 EMBA EMBA #mprovide > div > div > div.box.box1 > ul > li:nth-child(4) > a 02030401 PMBA PMBA #tm_1th_2 > li:nth-child(3) > ul > li.last.toy_3 > a 02030401 PMBA PMBA #mprovide > div > div > div.box.box1 > ul > li:nth-child(3) > a 02040101 FMBA FMBA #tm_1th_2 > li:nth-child(4) > ul > li.toy_0 > a 02040101 FMBA FMBA #mprovide > div > div > div.box.box3 > ul > li:nth-child(1) > a 02040201 MFE MFE #tm_1th_2 > li:nth-child(4) > ul > li.toy_1 > a 02040201 MFE MFE #mprovide > div > div > div.box.box3 > ul > li:nth-child(3) > a 02040401 IMMBA IMMBA #tm_1th_2 > li:nth-child(4) > ul > li.toy_2 > a 02040401 IMMBA IMMBA #mprovide > div > div > div.box.box3 > ul > li:nth-child(2) > a 02040501 IMMS IMMS #tm_1th_2 > li:nth-child(4) > ul > li.toy_3 > a 02040501 IMMS IMMS #mprovide > div > div > div.box.box3 > ul > li:nth-child(4) > a 02040601 SEMBA SEMBA #tm_1th_2 > li:nth-child(4) > ul > li.toy_4 > a 02040601 SEMBA SEMBA #mprovide > div > div > div.box.box3 > ul > li:nth-child(6) > a 02040701 GP GP #tm_1th_2 > li:nth-child(4) > ul > li.last.toy_5 > a 02040701 GP GP #mprovide > div > div > div.box.box3 > ul > li:nth-child(7) > a 02040701 admission admission #txt > div.sub0303.mt_20 > div.btn_wrap > a 02040701 GP GP #mprovide > div > div > div.box.box3 > ul > li:nth-child(7) > a
본문 바로가기 사이트 메뉴 바로가기 주메뉴 바로가기

Multidimensional Targeting and Consumer Response

MANAGEMENT SCIENCEforthcoming

DESPOTAKIS, Stylianos | YU, Jungju

Advancements in targeting technology have allowed firms to engage in more precise targeting based on several aspects of consumers' preferences. Exposed to more targeted ads, consumers are becoming increasingly aware of being targeted and respond accordingly. This paper provides a theoretical analysis of multidimensional targeting under which consumers can draw inferences about multiple components of their utility from the advertised product. We show that the firm can be worse off under multidimensional targeting than under single-dimensional targeting, in which the firm targets consumers based only on a single component of their utility. This is because, with multidimensional targeting, targeted consumers may face greater uncertainty about which specific dimension(s) they can expect to enjoy the advertised product. Therefore, they may be less willing to exert a costly effort of clicking the ad and purchasing the product. When this result holds, the firm may want to adopt a single-dimensional targeting strategy. However, we show that the firm cannot credibly commit to such a strategy once given access to multiple dimensions of customer data. Interestingly, a higher unit cost of advertising can mitigate the firm's commitment problem for utilizing customer data and, thus, increase the firm's profit. Moreover, the firm can sometimes lower the price to recover some of, but not entirely offset, the drawbacks of multidimensional targeting. We discuss the implications of our results regarding the current practice of targeted advertising and data privacy protection policies.

Publisher
INFORMS
Issue Date
forthcoming
Citation
MANAGEMENT SCIENCE
ISSN
0025-1909
DOI
10.1287/mnsc.2022.4604
만족도조사

이 페이지에서 제공하는 정보에 대하여 만족하십니까?

콘텐츠담당자 : 주선희 연락처 : 02-958-3602

교수 & 연구

관심자등록

KCB ISSUE