The Effects of Banning Advertising in Junk Food Markets
The Effects of Banning Advertising in Junk Food Markets
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DOI：
10.1093/restud/rdx025
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发表时间：
2018-01-01
影响因子：
5.8
通讯作者：
O'Connell, Martin
中科院分区：
文献类型：
--
作者：
Dubois, Pierre;Griffith, Rachel;O'Connell, Martin
越来越多的人要求限制垃圾食品的广告。这一举措是否会改善饮食质量将取决于广告如何改变消费者的需求以及公司如何回应。我们研究的是一个重要的、典型的垃圾食品市场--薯片市场。我们利用消费者层面的广告曝光率来估计需求，使广告有可能改变消费者对产品健康状况的重视程度，倾斜需求曲线，在不同品牌之间产生动态效应和溢出效应。我们模拟了禁令的影响，并表明潜在的健康益处部分被公司降低价格和消费者转向其他垃圾食品所抵消。
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.