attention, thereby triggering wasteful advertising, and it may divert purchases to imported goods at an inefficient scale …. Wasteful advertising provides scope for policy intervention in the form of an advertising tax. However, the tax instrument … cannot eliminate inefficient diversion of consumer purchases to imports. Therefore, even under an optimal advertising tax …

This paper analyzes persuasive advertising and pricing in oligopoly if firms sell differentiated products and consumers … that the demand-enhancing effect of persuasive advertising varies across consumers and increases in the average degree of … conformity. In equilibrium, both quality and cost leaders choose higher advertising intensities and charge higher prices than …