, both quality and cost leaders choose higher advertising intensities and charge higher prices than their competitors. In …This paper provides a formal analysis of persuasive advertising when firms compete for consumers with heterogenous …-enhancing effect of persuasive advertising varies across consumers and increases in the average degree of conformity. In equilibrium …

conformity. In equilibrium, both quality and cost leaders choose higher advertising intensities and charge higher prices than …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 … asymmetries between firms. -- advertising ; social attitude ; consumption externality ; quality …This paper analyzes persuasive advertising and pricing in oligopoly if firms sell differentiated products and consumers …

affected by advertising. This paper analyzes media market competition in a duopoly framework. There exist symmetric and … intrinsic quality. Some media exhibit public good features. This increases the scope for asymmetry when consumers value … advertising positively. If their valuation is negative only symmetric equilibria exist. Regulations limiting price competition …

purchase advertising in order to increase their market shares. The model aims to evaluate the general equilibrium consequences … of such a behaviour. It analyses the eects of a taxation of advertising on demand for the nal good, on working time and … on individual well-being. We conclude that, unless the direct eects of advertising on utility are strong, a positive tax …

This paper applies the theory of memory for advertising, developed in the consumer behavior literature, to an … industrial organization setting to provide insight into advertising strategies in imperfectly competitive markets. There are two … new ads is hampered by past ad exposure. The equilibrium of the advertising game is characterized for both proactive and …

This paper applies the theory of memory for advertising, developed in the consumer behavior literature, to an … industrial organization setting to provide insight into advertising strategies in imperfectly competitive markets. There are two … recall new ads is hampered by past ad exposure. The equilibrium of the advertising game is characterized for both proactive …

new insights into the way the transition from mass to specialized advertising can affect market outcomes. Quality … promotion, in a model where a seller employs informative advertising to launch a new product. We propose a fairly general … advertising technology for the study of three promotional strategies—mass, imperfectly targeted, and customer directed advertising …

quality; in the second one, they send costly signals thereof. Under non-comparative advertising a firm advertises its own … quality, under comparative advertising a firm advertises the quality differential. In either scenario, under comparative …Two firms produce a good with a horizontal and a vertical characteristic called quality. The difference in the …