Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/315414 
Erscheinungsjahr: 
2024
Quellenangabe: 
[Journal:] Review of Industrial Organization [ISSN:] 1573-7160 [Volume:] 64 [Issue:] 4 [Publisher:] Springer US [Place:] New York, NY [Year:] 2024 [Pages:] 615-644
Verlag: 
Springer US, New York, NY
Zusammenfassung: 
We consider competing mobile marketers that complement geo-targeting with behavior-based pricing and send personalized offers to customers. Firms observe consumers’ locations and can infer their (heterogeneous) responsiveness to discounts from purchase histories. The overall profit effect of behavioral targeting is driven by firms’ discount factor and consumers’ transport cost and can be neutral, positive, or negative. We are the first to show that the profitability of behavioral data may depend on firms’ time preferences. We derive conditions for when firms prefer more rather than less behavioral targeting.
Schlagwörter: 
Mobile marketing
Location targeting
Behavioral targeting
Price discrimination
Customer data
JEL: 
D43
L13
L15
M37
Persistent Identifier der Erstveröffentlichung: 
Creative-Commons-Lizenz: 
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Dokumentart: 
Article
Dokumentversion: 
Published Version

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