PERSUASION OR INFORMATION - PROMOTION AND THE SHARES OF BRAND NAME AND GENERIC PHARMACEUTICALS
PERSUASION OR INFORMATION - PROMOTION AND THE SHARES OF BRAND NAME AND GENERIC PHARMACEUTICALS
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DOI：
10.1086/467158
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发表时间：
1988-10-01
影响因子：
2.2
通讯作者：
CAVES, RE
中科院分区：
文献类型：
--
作者：
HURWITZ, MA;CAVES, RE
经济学家们一直在激烈地争论，卖方提供给买方的广告和其他信息究竟是有效的信息提供，还是对买方获取信息的不完全途径的剥削，现在许多经济学家都同意，每一种观点都有一定的道理。广告应能有效地传递信息，使买方能够容易地核实信息，但它可能造成生产者低效的寻租支出，妨碍买方从其他来源获得信息。例如，如果购买者随机抽样产品信息，在位者可以通过向抽样人群加载他自己的信息来”堵塞”进入者传递信息的渠道。或者，现有品牌的信息可以强化购买者的习惯，从而降低他们对尝试替代品牌的价值的先前期望。2.如果促销活动（无论通过何种方式）能有效地促使买方在竞争产品之间转换，那么它就成为一种寻租支出形式，卖方通过这种方式来争取现有的顾客。[3]实证研究的问题是确定卖方提供的信息在多大程度上追求寻租目标，从而引起社会成本。这些成本必须与出卖人的效率优势（相对于买受人或
ECONOMISTS have vigorously debated whether advertising and other messages supplied by sellers to buyers represent the efficient provision of information or the exploitation of buyers' imperfect access to it. Many economists now agree that each view commands some truth. Advertising should convey information efficiently where the buyer can easily verify it. But it may engender inefficient rent-seeking outlays by producers able to hamper buyers' gaining of information from alternative sources. For example, if buyers sample product information randomly, an incumbent can" jam" the channels through which entrants transmit their messages by loading the sampled population with messages of his own. Or the incumbent's messages can reinforce buyers' habits so as to reduce their prior expectations of the value of trying an alternative brand. 2 If sales promotion is effective (by whatever means) in causing buyers to shift among competing products, it becomes a form of rent-seeking outlay by which sellers bid for the available customers. 3 The problem for empirical research is to determine the extent to which seller-supplied information pursues a rent-seeking goal and thus incurs social costs. Those costs must be set against the efficiency advantage of sellers (relative to buyers or