false advertising by a firm in duopolistic competition where consumers can be distinguished according to whether or not they … form rational beliefs about the trustworthiness of advertising claims. We compare private and public law enforcement in the … form of the demand for injunctions against false advertising. From a welfare perspective, we show that it can be optimal …

Comparative advertising content differs from generic. We discover that dissipative advertising has consequences … depending upon content and cost. Comparison advertising may trigger legal action by rival firms that are named. In the model an … comparison can enhance the signaling potential of dissipative advertising. From the viewpoint of the entrant, the choice of …