Does Personalized Pricing Increase Competition? Evidence from NIL in College Football

• Ivan Li

  Corresponding Author

  Ivan Li

  [email protected]

  https://orcid.org/0009-0000-6086-9363

  Naveen Jindal School of Management, University of Texas at Dallas, Richardson, Texas 75080

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  ,
• Tim Derdenger

  Tim Derdenger

  [email protected]

  https://orcid.org/0000-0002-4274-5479

  Marketing and Strategy, Tepper School of Business, Carnegie Mellon University, Pittsburgh, Pennsylvania 15213

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