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Advertising regulations in pharmaceutical markets: Product versus enlightenment

Ishida, Junichiro; Takahara, Tsuyoshi - 2019

This paper analyzes the optimal content regulation of direct-to-consumer advertisement (DTCA) in a pharmaceutical … typical subjective symptoms under enlightenment DTCA. The content regulation changes the nature of market competition and the … of the content regulation is ambiguous and depends, among other things, on the cost effectiveness of advertisement and …

Persistent link: https://www.econbiz.de/10012430011

Money illusion in free-to-play games

Benti, Behailu Shiferaw; Haß, Dominik; Stadtmann, Georg - 2021

Regularly, free-to-play games use their own virtual currency for in-game store purchases. We analyze the money illusion phenomenon by examining free-to-playgames and their virtual currency exchange rate policies. We find that above pari exchange rates and advertising bonus packs instead of price...

Persistent link: https://www.econbiz.de/10012440478

Competitive attention, superstars and the long tail

Hefti, Andreas; Lareida, Julia - 2021

We propose a model of competitive attention based on two key premises: i) People have limited information processing capacities and ii) consideration sets are formed according to relative salience. The equilibrium predictions we obtain can help to understand, and connect, diverse empirical...

Persistent link: https://www.econbiz.de/10012513583

Acceptance of Data Sharing in Smartphone Apps from Key Industries of the Digital Transformation: A Representative Population Survey for Germany

Mohr, Svenja; Cloos, Janis - 2021

The use of smartphone apps has numerous advantages for app providers and users. However, the users of many smartphone apps are confronted with a trade-off between usage benefits and preferences for personal data protection. We investigate the acceptability of data sharing in different...

Persistent link: https://www.econbiz.de/10012543683

Attention, Recall and Purchase: Experimental Evidence on Online News and Advertising

Valletti, Tommaso M.; Veiga, André - 2021

We conduct an experiment where subjects read online news articles and are shown ads for brands next to those articles. Using eye-tracking technology, we measure the attention that each individual devotes to each article and ad. Then, respondents choose between cash or vouchers for the brands...

Persistent link: https://www.econbiz.de/10012582054

ON THE SIMPLE ECONOMICS OF ADVERTISING,MARKETING, AND PRODUCT DESIGN

Johnson, Justin P.; Myatt, David P. - 2004

We propose a framework for analyzing transformations of demand. Such transformations frequently stem from changes in the dispersion of consumers` valuations, which lead to rotations of the demand curve. In a wide variety of settings, profits are a U-shaped function of dispersion. A high level of...

Persistent link: https://www.econbiz.de/10005870200

COMPETITION FOR VIEWERS AND ADVERTISERS IN A TV OLIGOPOLY

Kind, Hans Jarle; Nilssen, Tore; Sørgard, Lars - CESifo GmbH <München> - 2006

We consider a model of a TV oligopoly where TV channels transmit advertising and viewersdislike such commercials. We show that advertisers make a lower profit the larger the numberof TV channels. If TV channels are sufficiently close substitutes, there will be underprovisionof advertising...

Persistent link: https://www.econbiz.de/10005861187

Intercultural Communication inBusiness Ventures Illustrated by TwoCase Studies

Hinner, Michael B.; Rülke, Tessa - Technische Universität <Freiberg> - 2002

The information and communications revolution has hastened the process of globalizationin today's world of business. Consequently, businesses, even small and mid-sized companies,are confronted with cultural diversity when these companies become internationally active.Yet only few businesses are...

Persistent link: https://www.econbiz.de/10005864361

Learning How to Consumeand Returns to Product Promotion

Babutsidze, Zakaria - Max-Planck-Institut für Ökonomik <Jena> / Abteilung … - 2009

This paper presents the computational model of consumer behaviour. We consider twosources of product specic consumer skill acquisition, termed here as learning how to consume:learning by consuming and consumer socialization. Consumers utilize these two sources inorder to derive higher valuations...

Persistent link: https://www.econbiz.de/10005867733

Paying to remove advertisements

Tåg, Joacim - 2009

Media firms sometimes allow consumers to pay to remove advertisements from an advertisement-based product. We formally examine an ad-based monopolist s incentives to introduce this option. When deciding whether to introduce the option to pay, the monopolist compares the potential direct revenues...

Persistent link: https://www.econbiz.de/10003809122