We develop an advertising strategy for durable goods firms applying a dual time-period model while considering three-stage game in a Cournot competition. We assume that firms employ two advertising approaches; one is online advertising, which escalates consumers' willingness to purchase goods...

In this research, we performed AHP analysis on what sentiments or emotions have the capacity to affect the WTP and WTA required by consumers, with respect to personal information leaks during internet use. The analysis results revealed differences in consumer sentiment and emotion during the...

In this paper, we measure users' disutility from advertisements accompanying movies supplied by media based on the results gathered through our own survey questionnaire. First, we confirmed the importance of measuring the disutility of advertisements based on the theoretical economic model...