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Related Experiment Video

Updated: Feb 20, 2026

Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model

Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model

Published on: May 24, 2019

Optimal Product Placement.

Chia-Ling Hsu¹, Rafael Matta², Sergey V Popov³

¹School of Economics, Southwestern University of Finance and Economics, 555, Liutai Avenue, Wenjiang District, Chengdu, 611130 Sichuan People's Republic of China.

Review of Industrial Organization

|October 27, 2017

Summary

This summary is machine-generated.

Intermediaries may hide products, even superior ones, to reduce price competition and increase seller profits. This strategy benefits sellers but is not socially optimal, depending on buyer search costs.

Keywords:

Imperfect monopolistic competition Internet trade intermediation Menu choice Search costs Vertical differentiation

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Area of Science:

E-commerce
Market Economics
Information Economics

Background:

Online markets feature intermediaries connecting sellers and buyers.
Intermediaries display products, influencing buyer purchasing decisions.
Product differentiation and buyer search costs are key market factors.

Purpose of the Study:

To model intermediary strategies in online markets with differentiated products.
To analyze the impact of product display (first vs. second page) on competition and pricing.
To determine conditions under which product obfuscation is optimal for intermediaries.

Main Methods:

Game-theoretic modeling of a market with an intermediary.
Analysis of two display strategies: one product on page one, or both on page one.
Comparative static analysis based on search cost distributions.

Main Results:

Intermediaries may optimally "obfuscate" (hide) a product, even the higher-quality one.
Obfuscation reduces price competition, increasing seller surplus.
This strategy is not socially optimal, as it can lead to inefficient outcomes.

Conclusions:

Intermediary decisions on product visibility can manipulate market competition.
The optimal obfuscation strategy depends on the distribution of buyer search costs.
While profitable for sellers, hiding products may not align with overall social welfare.