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Prominence and consumer search
Author(s) -
Armstrong Mark,
Vickers John,
Zhou Jidong
Publication year - 2009
Publication title -
the rand journal of economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 3.687
H-Index - 108
eISSN - 1756-2171
pISSN - 0741-6261
DOI - 10.1111/j.1756-2171.2009.00062.x
Subject(s) - economic surplus , incentive , consumer welfare , profit (economics) , welfare , product (mathematics) , microeconomics , economics , quality (philosophy) , industrial organization , business , product differentiation , market economy , philosophy , geometry , mathematics , epistemology
This article examines the implications of “prominence” in search markets. We model prominence by supposing that the prominent firm will be sampled first by all consumers. If there are no systematic quality differences among firms, we find that the prominent firm will charge a lower price than its less prominent rivals. Making a firm prominent will typically lead to higher industry profit but lower consumer surplus and welfare. The model is extended by introducing heterogeneous product qualities, in which case the firm with the highest‐quality product has the greatest incentive to become prominent, and making it prominent will boost industry profit, consumer surplus, and welfare.