Calendrier du 29 septembre 2023
Behavior Working Group
Du 29/09/2023 de 11:00 à 12:00
MSE salle S18
MAYAUX Damien (PSE)
Welfare effects of salient marketing cues
Online marketplaces are full of salient-yet-ambiguous marketing cues that steer consumers towards specific items. Platforms enjoy great freedom in choosing how cues look like (visual design) and which products they are assigned to (attribution mechanism). I study in an online choice experiment the effect of some visual design / attribution mechanism pairs on consumer choice and welfare. My main hypothesis is that, for some visual designs that are overtly positive - a golden thumb, a green circle - participants tend to follow blindly the cue no matter if it is assigned on good or bad items, while for some other visual designs that are salient but less positive - a blue road sign or a message in black font with capital letters - participants perform better than without the cue when it is on the best items and comparably to this baseline otherwise.