A SIMPLE THEORY OF ADVERTISING AS A GOOD OR BAD
A SIMPLE THEORY OF ADVERTISING AS A GOOD OR BAD
复制标题
DOI：
10.2307/2118455
复制
发表时间：
1993-11-01
影响因子：
13.7
通讯作者：
MURPHY, KM
中科院分区：
文献类型：
--
作者：
BECKER, GS;MURPHY, KM
我们的分析将广告和广告商品视为稳定元效用函数中的补充，并通过建立和扩展补充的一般分析来产生广告的新结果。通过将广告理论纳入补充语理论，我们避免了在许多研究中发现的对广告的特殊方法，这些方法在理解广告效果的道路上设置了障碍。我们也使用这种方法来评估广告从福利的角度来看。广告是否过多或过少取决于几个变量：对消费者效用的影响，广告商品市场的竞争程度，广告商品价格和产量的诱导变化，以及广告是否卖给消费者。
Our analysis treats advertisements and the goods advertised as complements in stable metautility functions, and generates new results for advertising by building on and extending the general analysis of complements. By assimilating the theory of advertising into the theory of complements, we avoid the special approaches to advertising found in many studies that place obstacles in the way of understanding the effects of advertising. We also use this approach to evaluate advertising from a welfare perspective. Whether there is excessive or too tittle advertising depends on several variables: the effects on consumer utility, the degree of competition in the market for advertised goods, the induced changes in prices and outputs of advertised goods, and whether advertising is sold to consumers.