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Cited by 10Consumer Market Behavior and PricingMerger and Competition AnalysisMarketing and Advertising Strategies

The DOI matches its Crossref record; 14 of the 14 references it cites were found in a registry or an index.

De-targeting to signal quality

Open access
Liu, Xingyi·2020·International Journal of Research in Marketing
DOI 10.1016/j.ijresmar.2019.10.003
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Abstract

Abstract It is important for firms to signal the high quality of their products to consumers in experience goods markets. Conventional wisdom suggests that a high price can be a signal of high quality. However, we argue that the role of price in signaling quality could be weakened when firms resort to the intensive use of targeting in advertising, which could attenuate the informational content of a high price. As a consequence, a high quality firm needs to distort its price more to signal its quality. However, when different levels of targeting are available, a high quality firm may find it optimal to signal its quality with a lower level of targeting.

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Cited by

  • A strategic framework for artificial intelligence in marketing

    Huang, M.-H., & Rust, R. T. (2021) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-020-00749-9 · Cited by 2,059

    “Various technologies and analytics have been used for targeting, such as search engines using keywords searched and browsing history to target search consumers, and social media platforms using interests, content, and connections to target social media consumers (Liu 2020).”
    Method

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Related

Metadata

Authors
Liu, X.
Affiliations
Aston University (GB)
Corresponding author
Liu, Xingyi
ORCID
Liu, Xingyi
Venue
International Journal of Research in Marketing
Publisher
Elsevier BV
Published
2020-06
Volume
37
Issue
2
Pages
386-404
ISSN
0167-8116 (ISSN-L)
DOI
10.1016/j.ijresmar.2019.10.003
OpenAlex
W2999471735
Cited by
10
References
14
Citations by year
2026: 1 · 2023: 5 · 2022: 2 · 2021: 1 · 2020: 1
FWCI
2.32
Type
journal article
Language
en
Open access
Licence
  • www.elsevier.com/tdm/userlicense/1.0/ (tdm)
  • www.elsevier.com/legal/tdmrep-license (tdm)
Locations
  • International Journal of Research in Marketing (publishedVersion)
  • Aston Publications Explorer (Aston University) (submittedVersion)
  • RePEc: Research Papers in Economics (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
  • Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › Merger and Competition Analysis
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
targeted advertising, price signaling, product quality, experience goods, price distortions, consumer information

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