Targeted persuasive advertising
The three essays of this thesis consider a firm’s choice of advertising campaign when advertising may be conditioned on the preferences of individual consumers. In essay one, I show that a monopolist will use such advertising to turn sub-marginal consumers, who are not quite willing to pay for the g...
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| Format: | Others |
| Language: | English |
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University of British Columbia
2008
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| Online Access: | http://hdl.handle.net/2429/1550 |