Branding and Product Differentiation in Markets with Advertising

通过广告在市场中打造品牌和产品差异化

• 批准号: 1260411
• 负责人: Jesse Shapiro
• 金额: $ 46.09万
• 依托单位: National Bureau of Economic Research Inc
• 依托单位国家: 美国
• 项目类别: Standard Grant
• 财政年份: 2013
• 资助国家: 美国
• 起止时间: 2013-09-15 至 2019-08-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=1260411&HistoricalAwards=false
• 关键词: Branding; Product; Differentiation; Markets; Advertising

This award funds research in empirical microeconomics. The project makes two major contributions.First, it evaluates the extent to which the large price premium attached to national brands in consumer packaged goods markets reflects a lack of information or sophistication on the part of consumers. By bringing together comprehensive data on consumer purchases with novel survey and demographic data, the researchers are able to estimate how the market shares, prices, and characteristics of goods sold would change if all consumers were fully informed about the relative merits of the goods on the grocery store shelf. Using this information they are able to inform important policy questions in consumer protection, product regulation, and competition policy. The novel methodologies they develop are be useful beyond the products studied in this research; the results will inform broader debates about the effect of consumer information on market competition.Second, the research provides a framework for studying the effect of advertising competition on advertising prices and consumer welfare, with a special focus on online media markets. As media, and especially news media, move to new online platforms, important questions have emerged about whether advertising-funded online media will supply informative news from a diverse range of viewpoints. We will use industry data on online advertising markets to study the effect of competition for advertisers and consumers on the ideological orientation and diversity of online news media, as well as to study questions about online content delivery beyond the news. Our study will provide some of the first large-scale evidence on the strength of advertising competition online and will be relevant to emerging policy debates about the regulation and financing of online journalism.

该奖项资助实证微观经济学的研究。 该项目有两个主要贡献：第一，它评估了包装消费品市场上民族品牌的高溢价在多大程度上反映了消费者缺乏信息或缺乏经验。通过将消费者购买的综合数据与新的调查和人口统计数据结合起来，研究人员能够估计如果所有消费者都充分了解杂货店货架上商品的相对优点，所销售商品的市场份额，价格和特征将如何变化。利用这些信息，他们能够为消费者保护、产品监管和竞争政策方面的重要政策问题提供信息。他们开发的新方法是有用的，超出了本研究中研究的产品，其结果将告知更广泛的辩论消费者信息对市场竞争的影响。第二，研究提供了一个框架，研究广告竞争对广告价格和消费者福利的影响，特别是在网络媒体市场。随着媒体，特别是新闻媒体，转向新的在线平台，出现了一些重要的问题，即由政府资助的在线媒体是否会从各种各样的角度提供信息丰富的新闻。我们将使用在线广告市场的行业数据来研究广告商和消费者的竞争对在线新闻媒体的意识形态取向和多样性的影响，以及研究新闻之外的在线内容交付问题。我们的研究将提供一些关于在线广告竞争实力的首批大规模证据，并将与有关在线新闻监管和融资的新兴政策辩论相关。