Dynamic Targeted Advertising Based on Strategic Consumers' Different Behaviors

This paper uses two stage duopoly game model to study strategic consumers with different dynamic targeted advertising behaviors. Results show that it still beneficial for competing firms to send targeted advertising to strategic consumers.Moreover,price-sensitive consumers could be screened out to soften marketing competition by dynamic targeted advertising.Otherwise,more targeted advertising will be provided to the consumers due to their direct advertising avoidance. However,the firm is inclined to offer less targeted advertising to the consumers using strategy of personal information hiding.