The Effects of Banning Advertising in Junk Food Markets

• 成果类型: Article
• 署名作者: Dubois, Pierre; Griffith, Rachel; O'Connell, Martin
• 署名单位: Universite de Toulouse; Universite Toulouse 1 Capitole; Toulouse School of Economics; University of London; London School Economics & Political Science; University of Manchester
• 刊物名称: REVIEW OF ECONOMIC STUDIES
• ISSN/ISSBN: 0034-6527
• DOI: 10.1093/restud/rdx025
• 发表日期: 2018
• 页码: 396-436
• 关键词: differentiated products; random-coefficients; dynamic oligopoly; Consumer choice; ECONOMICS; demand; MODEL; price; endogeneity; COMPETITION

摘要

There are growing calls to restrict advertising of junk foods. Whether such a move will improve diet quality will depend on how advertising shifts consumer demands and how firms respond. We study an important and typical junk food market-the potato chips market. We exploit consumer level exposure to adverts to estimate demand, allowing advertising to potentially shift the weight consumers place on product healthiness, tilt demand curves, have dynamic effects and spillover effects across brands. We simulate the impact of a ban and show that the potential health benefits are partially offset by firms lowering prices and by consumer switching to other junk foods.