Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/315414 
Year of Publication: 
2024
Citation: 
[Journal:] Review of Industrial Organization [ISSN:] 1573-7160 [Volume:] 64 [Issue:] 4 [Publisher:] Springer US [Place:] New York [Year:] 2024 [Pages:] 615-644
Publisher: 
Springer US, New York
Abstract: 
Abstract 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.
Subjects: 
Mobile marketing
Location targeting
Behavioral targeting
Price discrimination
Customer data
Persistent Identifier of the first edition: 
Additional Information: 
D43;L13;L15;M37
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version
Appears in Collections:

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.