Advertising content

• 成果类型: Article
• 署名作者: Anderson, SP; Renault, R
• 署名单位: University of Virginia; CY Cergy Paris Universite
• 刊物名称: AMERICAN ECONOMIC REVIEW
• ISSN/ISSBN: 0002-8282
• DOI: 10.1257/000282806776157632
• 发表日期: 2006
• 页码: 93-113
• 关键词: information-content; product quality; imperfect information; consumer search; price; signals; equilibrium; COMPETITION; MODEL; MARKETS

摘要

Empirical evidence suggests that most advertisements contain little direct information. Many do not mention prices. We analyze a monopoly firm's choice of advertising content and the information disclosed to consumers. The firm advertises only product information, price information, or both, and prefers to convey only limited product information if possible. It is socially harmful l to force it to provide full information if it has sufficient ability to parse the information imparted, nor does it help to restrict the information voluntarily provided.