Targeted advertising based on consumers' purchase history is the most prevalent choice for firms; however, its effectiveness is affected by an increase in consumer privacy concerns. We established a two-period game model to analyze firms' equilibrium advertising strategies, pricing strategies, and profits when a segment of consumers is unwilling to provide their purchase information owing to privacy concerns.Based on the equilibrium results, some valuable managerial insights are suggested for competing firms. Firms should consider the proportion of privacy-sensitive consumers and advertising costs when developing advertising strategies. Targeted advertising is not an optimal choice invariably.

Narcolepsy is characterized by uncontrollable excessive daytime sleepiness, paroxysmal cataplexy, sleep paralysis, and hallucinations. It is often misdiagnosed as psychiatric disorders such as depression and schizophrenia, resulting from the overlap in symptoms and a lack of understanding of narcolepsy. In the present study, three cases of narcolepsy misdiagnosed as depression, dissociative disorder, and schizophrenia are presented to emphasize the high occurrence of the misdiagnosis of narcolepsy in clinical practice. The main reasons for this dilemma are attributed to the lack of adequate sleep, medicine, education, as well as specialized professional technicians. A multi-disciplinary team composed of psychiatrists and sleep specialists should be established to deal with this problem.

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