Is Buzz an Efficient Means to Sell Goods

O. Lefebvre
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引用次数: 1

Abstract

The goal of the paper is to compare the efficiency of two selling methods, perfect information (advertising) and buzz. One has to speak of two different kinds of goods: standard goods and experience based goods. Standard goods can be sold using perfect information or buzz and this allows the comparison. The model for the sale when perfect information is used is provided by game theory (Bertrand Equilibrium). Buzz is modeled thanks to the notion of cognitive bias (“laziness”) from Khaneman. The result of the comparison is that buzz is not advantageous, no matter the concerned party (sellers or customers). Experience based goods like videogames can be sold only using buzz. One can model the sale of videogames when the first version is free (it occurs frequently). Again, using buzz is not very efficient (but in the case of videogames it cannot be avoided).
Buzz是销售商品的有效手段吗
本文的目的是比较两种销售方式,完全信息(广告)和嗡嗡声的效率。人们不得不谈到两种不同的商品:标准商品和基于经验的商品。标准商品可以使用完美的信息或嗡嗡声来销售,这可以进行比较。博弈论(伯特兰均衡)提供了使用完全信息时的销售模型。Buzz的模型来源于Khaneman的认知偏差(“懒惰”)概念。比较的结果是,无论是相关方(卖家还是客户),口碑都不是有利的。视频游戏等基于经验的商品只能通过口碑来销售。我们可以在第一个版本是免费的情况下模拟电子游戏的销售(这种情况经常发生)。再次强调,使用嗡嗡声并不是很有效(但在电子游戏中这是不可避免的)。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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