RISK-SENSITIVE DYNAMIC MARKET SHARE ATTRACTION GAMES

We present partial results showing that risk-sensitive oligopolists wo uld spend less on advertising than would their risk-neutral counterpar ts. The model is an infinite-horizon stochastic game in which each fir m's ''goodwill'' is a random function of both its own and its competit ors' current and past advertising expenditures. Single-period firm pro fits have a market share attraction form. Each firm seeks to maximize its expected exponential utility of the sum of discounted profits. We analyze the impact that risk sensitivity and other parameters have on equilibrium advertising strategies by exploiting the special structure of the stochastic game model.