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Product lines, product design, and limited attention

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  • Dahremöller, Carsten
  • Fels, Markus

Abstract

We analyze the manner in which a monopolist designs its product line when facing customers with limited attention. We assume that consumers simplify complex problems by neglecting some relevant aspects. This creates an incentive for a firm to supply simple products. Simultaneously, limited attention offers partial protection to customers from the monopolist's market power. We further assume that customers’ attention varies with the set of alternatives. A firm may then manipulate its customers’ attention through the range of products it offers. We show that a firm can increase its profit by introducing goods that have the sole function of manipulating consumer attention. Finally, we analyze the impact of limited attention on the screening of heterogeneous customers.

Suggested Citation

  • Dahremöller, Carsten & Fels, Markus, 2015. "Product lines, product design, and limited attention," Journal of Economic Behavior & Organization, Elsevier, vol. 119(C), pages 437-456.
    • Handle: RePEc:eee:jeborg:v:119:y:2015:i:c:p:437-456
    DOI: 10.1016/j.jebo.2015.09.007
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    Cited by:

    1. Tianxin Zou & Bo Zhou & Baojun Jiang, 2020. "Product-Line Design in the Presence of Consumers’ Anticipated Regret," Management Science, INFORMS, vol. 66(12), pages 5665-5682, December.
    2. Fels, Markus, 2013. "Limited Attention and the Demand for Health Insurance," VfS Annual Conference 2013 (Duesseldorf): Competition Policy and Regulation in a Global Economic Order 80485, Verein für Socialpolitik / German Economic Association.
    3. Yan, Xiaoming & Zhao, Wenhan & Yu, Yugang, 2022. "Optimal product line design with reference price effects," European Journal of Operational Research, Elsevier, vol. 302(3), pages 1045-1062.
    4. Quan Zheng & Xiajun Amy Pan & Janice E. Carrillo, 2019. "Probabilistic Selling for Vertically Differentiated Products with Salient Thinkers," Marketing Science, INFORMS, vol. 38(3), pages 442-460, May.
    5. Pedro Bordalo & Nicola Gennaioli & Andrei Shleifer, 2016. "Competition for Attention," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 83(2), pages 481-513.
    6. Christian Bach & Robert Edwards & Christian Jaag, 2023. "Postal Platform Pricing with Limited Consumer Attention," Working Papers 202318, University of Liverpool, Department of Economics.
    7. Jason Somerville, 2022. "Range‐Dependent Attribute Weighting in Consumer Choice: An Experimental Test," Econometrica, Econometric Society, vol. 90(2), pages 799-830, March.
    8. Duffy, Sean & Smith, John, 2014. "Cognitive load in the multi-player prisoner's dilemma game: Are there brains in games?," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 51(C), pages 47-56.
    9. Nana Adrian, 2019. "Price Discrimination and Salient Thinking," Diskussionsschriften dp1906, Universitaet Bern, Departement Volkswirtschaft.
    10. Abeler, Johannes & Jäger, Simon, 2013. "Complex Tax Incentives: An Experimental Investigation," IZA Discussion Papers 7373, Institute of Labor Economics (IZA).
    11. Ron N. Borkovsky, 2017. "The timing of version releases: A dynamic duopoly model," Quantitative Marketing and Economics (QME), Springer, vol. 15(3), pages 187-239, September.
    12. Allred, Sarah & Duffy, Sean & Smith, John, 2016. "Cognitive load and strategic sophistication," Journal of Economic Behavior & Organization, Elsevier, vol. 125(C), pages 162-178.
    13. Arbatskaya, Maria & Aslam, Maria Vyshnya, 2018. "Liability or labeling? Regulating product risks with costly consumer attention," Journal of Economic Behavior & Organization, Elsevier, vol. 154(C), pages 238-252.
    14. Mauro Papi, 2014. "Noncompensatory consideration and compensatory choice: an application to Stackelberg competition," Economic Theory Bulletin, Springer;Society for the Advancement of Economic Theory (SAET), vol. 2(1), pages 53-63, April.

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    More about this item

    Keywords

    Limited attention; Salience; Focus; Product design; Product lines;
    All these keywords.

    JEL classification:

    • D42 - Microeconomics - - Market Structure, Pricing, and Design - - - Monopoly
    • L12 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Monopoly; Monopolization Strategies
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality

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