We present a theory of how advertising can break a lock-in by distorting beliefs about market shares in markets with … shows that if the entrant’s product is of su¢ ciently high quality, then the entrant will use advertising in order to break …

Peer-To-Peer advertising is the newest trend in the age of online advertising. The Facebook gift phenomenon or … dynamics using the latest advertising mode. In this paper we develop a strategic interaction model and explain how the … structure of peer-to-peer link formations in social networking websites affect the advertising dynamics in electronic space. The …

) industry. I present an empirical discrete-choice model of limited information on the part of consumers, where advertising … influences the set of products from which consumers choose to purchase. Multi-product firms choose prices and advertising in each … medium to maximize their profits. I apply the model to the US PC market, in which advertising expenditures are over $2 …

advertising in that medium. We apply a simple model of a product market with network externalities where firms buy advertising …. The paper is the first combining a study of media markets with a behavioral foundation of how advertising affects the …

advertising in that medium. We apply a simple model of a product market with network externalities where firms buy advertising …. The paper is the first combining a study of media markets with a behavioral foundation of how advertising a¤ects the …

consumers' capacity to gather and process information is limited. Rather, it intensifies competition for scarce consumer … 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 …