Persuasive Advertising and Product Differentiation.

In a Hotelling-type differentiated-products duopoly model we distinguish between three alternative ways that persuasive advertising may affect consumer perferences. We illustrate the implications of our theory - an contrast with results from models of informative advertising - by analysing the relationship between the degree of product differentiation and equilibrium levels of advertising. The analysis suggests that an positive relationship between equilibrium levels of advertising and (inherent) product substitutability is consistent only with advertising that 'increases perceived product differences'.