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  1. Our Master’s Voice : Advertising
    Author: Rorty, James
    Published: 2020

    “I was an ad-man once,” James Rorty writes in this classic dissection of the advertising industry. Steeped in Rorty’s leftist politics, Our Master’s Voice presents advertising as the linchpin of a capitalist economy that it also helps justify. The... more

     

    “I was an ad-man once,” James Rorty writes in this classic dissection of the advertising industry. Steeped in Rorty’s leftist politics, Our Master’s Voice presents advertising as the linchpin of a capitalist economy that it also helps justify. The book set off tremors when it was published in 1934, perhaps because its author so decisively repudiated his former profession. But Rorty and his spirited takedown of publicity were all but forgotten a decade later. The book is a neglected masterpiece, republished in this mediastudies.press edition with a new introduction by Jefferson Pooley.

     
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    Source: OAPEN
    Language: English
    Media type: Ebook
    Format: Online
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    Subjects: Advertising & society; Communication studies; Advertising
    Other subjects: advertising and society; communication studies; advertising
    Scope: 1 electronic resource (318 p.)
  2. "Deutsche Kultur" und Werbung – Studien zur Geschichte der Wirtschaftswerbung von 1918 bis 1945
    Author: Schug, Alexander
    Published: 2010
    Publisher:  Humboldt-Universität zu Berlin

    This dissertation offers a history of modern commercial advertising during the first half of the twentieth century and demonstrates that despite cultural barriers, advertising colonized the everyday world of Germans and began to encroach upon “German... more

     

    This dissertation offers a history of modern commercial advertising during the first half of the twentieth century and demonstrates that despite cultural barriers, advertising colonized the everyday world of Germans and began to encroach upon “German culture”. The work shows that the construct of “German culture” was not only defined by bourgeois high culture, but rather increasingly by factors from consumer culture. The imagery of advertising shaped national icons, created modified “surfaces” (for example, through illuminated ad media) and perceptions of space. Likewise, the logic of market differentiation and marketing began to determine social interactions as well as political communication (Hitler branding). This development did not progress without conflict: Debates surrounding both advertising as well as the direct confrontation between cultural critics and advertisers make clear that there was a massive collision between two mentalities. This allowed a conflict to emerge between traditional, guild thinking, high cultural representations and a putatively authentic aesthetics of content, on the one hand, and on the other hand, a “world of appearances” and aesthetic of the exterior form. One question in particular played a central role in this debate, namely: the extent to which capitalism, the market economy, consumption and the aesthetics of the modern Lebenswelt with its specific (commercial) texture were in accord with ideas of “Germanness.” Die Arbeit präsentiert die Geschichte der modernen Wirtschaftswerbung in der ersten Hälfte des 20. Jahrhunderts und zeigt, dass Werbung trotz kultureller Barrieren die Alltagswelten der Deutschen kolonialisierte und Einfluss auf die „deutsche Kultur“ nahm. Die Arbeit zeigt, dass das Konstrukt der „deutschen Kultur“ nicht ausschließlich durch die bürgerliche Hochkultur definiert wurde, sondern zunehmend auch durch Einflüsse der Konsumkultur bestimmt war. Die Bilderwelten der Werbung prägten nationale Ikonen, schufen (bspw. durch Leuchtwerbung) modifizierte "Oberflächen" und Raumwahrnehmungen, ebenso wie die Logik der Marktdifferenzierung und des Marketing soziale Interaktionen als auch die politische Kommunikation (Hitler als Marke) zu bestimmen begann. Diese Entwicklung verlief nicht konfliktfrei. Sowohl die Debatten über Werbung als auch die direkte Konfrontation zwischen Kulturkritikern und Werbern verdeutlichen den massiven Zusammenprall zweier Mentalitäten, die den Konflikt von traditionellem zünftigem Denken, hochkultureller Repräsentation sowie einer vermeintlich authentischen Ästhetik des Inhalts auf der einen Seite und einer "Welt des Scheins" und einer Ästhetik der äußeren Form auf der anderen Seite hervortreten ließ. In dieser Debatte spielte eine Frage eine zentrale Rolle: inwieweit Kapitalismus, Marktwirtschaft, Konsum und die Ästhetik der modernen Lebenswelt mit ihrer spezifischen (werblichen) Oberflächenstruktur mit Vorstellungen "des Deutschen" zu vereinbaren waren.

     
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  3. IMAGE. Zeitschrift für interdisziplinäre Bildwissenschaft. Heft 24
    Contributor: Sachs-Hombach, Klaus (Herausgeber); Schirra, Jörg (Herausgeber); Schwan, Stephan (Herausgeber); Wulff, Hans Jürgen (Herausgeber)
    Published: 2016
    Publisher:  Philipps-Universität Marburg, Marburg ; Herbert von Halem, Köln

  4. "Free" internet content
    Web 1.0, Web 2.0, and the sources of economic growth
    Author: Nakamura, Leonard Isamu; Samuels, Jon D.; Soloveichik, Rachel
    Published: May 2018
    Publisher:  Research Department, Federal Reserve Bank of Philadelphia, Philadelphia, PA

    The Internet has evolved from Web 1.0, with static web pages and limited interactivity, to Web 2.0, with dynamic content that relies on user engagement. This change increased production costs significantly, but the price charged for Internet content... more

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    The Internet has evolved from Web 1.0, with static web pages and limited interactivity, to Web 2.0, with dynamic content that relies on user engagement. This change increased production costs significantly, but the price charged for Internet content has generally remained the same: zero. Because no transaction records the "purchase" of this content, its value is not reflected in measured growth and productivity. To capture the contribution of the "free" Internet, we model the provision of "free" content as a barter transaction between the content users and the content creators, and we value this transaction at production cost. When we incorporate this implicit transaction into U.S. gross domestic product (GDP), productivity, and household accounts, we find that including "free" content raises estimates of growth, but not nearly enough to reverse the recent slowdown

     
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    Source: Union catalogues
    Language: English
    Media type: Book
    Format: Online
    Series: Working paper / Research Department, Federal Reserve Bank of Philadelphia ; 18, 17 (May 2018)
    FRB of Philadelphia Working Paper ; No. 18-17
    Subjects: Internet; productivity; advertising; marketing; measurement; GDP
    Scope: 1 Online-Ressource (circa 73 Seiten), Illustrationen
  5. Broadcast/cable copywriting
    Author: Orlik, Peter B.
    Published: c1994
    Publisher:  Allyn and Bacon, Boston [u.a.]

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    a puz 475.2 fp/319(5)
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    Source: Union catalogues
    Language: English
    Media type: Book
    Format: Print
    ISBN: 0205150829
    Edition: 5th ed
    Other subjects: Array; Array
    Scope: xx, 540 p, ill, 25 cm
    Notes:

    Previous editions were published under the title Broadcast copywriting ... "--T.p. verso

    Includes bibliographical references and index
  6. Bankruptcy lawyers and credit recovery
    Author: Lee, Brian Jonghwan
    Published: [2024]
    Publisher:  Research Department, Federal Reserve Bank of Philadelphia, Philadelphia, PA

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    Language: English
    Media type: Book
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    Series: Working papers / Research Department, Federal Reserve Bank of Philadelphia ; 24, 10 (April 2024)
    Subjects: Personal bankruptcy; lawyers; intermediaries; advertising
    Scope: 1 Online-Ressource (circa 83 Seiten), Illustrationen
  7. Costly advertising and information congestion
    insights from pigou’s successors
    Author: Jinushi, Ryoji
    Published: November 2024
    Publisher:  Tokyo Center for Economic Research, Tokyo, Japan

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    Source: Union catalogues
    Language: English
    Media type: Book
    Format: Online
    Series: TCER working paper series ; E-210
    Subjects: advertising; information congestion; limited attention; evolutionary implementa-tion; evolutionary dynamics; evolutionary stability
    Scope: 1 Online-Ressource (circa 37 Seiten), Illustrationen
  8. Measuring the "free" digital economy within the GDP and productivity accounts
    Author: Nakamura, Leonard Isamu; Samuels, Jon D.; Soloveichik, Rachel
    Published: October 2017
    Publisher:  Research Department, Federal Reserve Bank of Philadelphia, Philadelphia, PA

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    Media type: Book
    Format: Online
    Series: Working paper / Research Department, Federal Reserve Bank of Philadelphia ; no. 17, 37
    Subjects: Internet; productivity; advertising; marketing; measurement; GDP
    Scope: 1 Online-Ressource (circa 70 Seiten), Illustrationen
  9. Measuring the "free" digital economy within the GDP and productivity accounts
    Author: Nakamura, Leonard Isamu; Samuels, Jon D.; Soloveichik, Rachel
    Published: October 2017
    Publisher:  U.S. Department of Commerce, Bureau of Economic Analysis, Washington, DC

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    Language: English
    Media type: Book
    Format: Online
    Series: BEA working papers ; WP2017, 9
    Research brief / Altarum Institute, Center for Sustainable Health Spending
    Subjects: Internet; productivity; advertising; marketing; measurement; GDP
    Scope: 1 Online-Ressource (circa 68 Seiten), Illustrationen
  10. Platform mergers
    lessons from a case in the digital tv market
    Author: Ivaldi, Marc; Zhang, Jiekai
    Published: 15 June 2020
    Publisher:  Centre for Economic Policy Research, London

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    Source: Union catalogues
    Language: English
    Media type: Book
    Format: Online
    Series: Array ; DP14895
    Subjects: Mehrseitige Märkte; Fusion; Fusionskontrolle; Digitaler Rundfunk; Frankreich; Two-sided market; platform merger; advertising; TV market; competition policy
    Scope: 1 Online-Ressource (circa 42 Seiten), Illustrationen
  11. Online advertising on IPR-infringing websites and apps 2021
    Published: February 2022
    Publisher:  Publications Office of the European Union, [Luxembourg]

    Internet websites and mobile applications that provide access to content, goods or services infringing intellectual property rights (IPR) on a commercial scale use the sale of advertising space as one of their revenue sources. In addition to... more

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    Internet websites and mobile applications that provide access to content, goods or services infringing intellectual property rights (IPR) on a commercial scale use the sale of advertising space as one of their revenue sources. In addition to providing a revenue stream to IPR infringers, the presence of advertising for legitimate brands on websites and mobile applications that infringe IPR can confuse consumers. It can lead them to mistakenly believe that the site or application they are accessing provides access to legal content, goods or services. To strengthen the protection of IPR and reduce the harm caused by its infringement, the European Commission sponsored a Memorandum of Understanding on online advertising and IPR (MoU).The MoU signatories represent parties involved in placing, buying, selling and/or facilitating advertising, including advertisers, advertising agencies, trading desks, advertising platforms, advertising networks, advertising exchanges for publishers, sales houses, publishers and IPR owners. They also include representatives or associations of these groups. The EU Intellectual Property Office commissioned White Bullet to carry out the 2021 Ad Monitoring Exercise to assess the impact of the MoU on the online advertising found on IPR-infringing websites during 2021, to evaluate the estimated amount and type of online advertising on IPR-infringing websites and apps, and to estimate the associated ad revenues. This commission is an extension of the work undertaken by White Bullet in 2020 and the first half of 2019 on behalf of the European Commission.

     
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  12. Advertising arbitrage
    Author: Kovbasyuk, Sergei; Pagano, Marco
    Published: February 2022
    Publisher:  CEFIR, Moscow

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    Source: Union catalogues
    Language: English
    Media type: Book
    Format: Online
    Series: NES working paper series ; no. 287
    Subjects: limits to arbitrage; advertising; price discovery; limited attention
    Scope: 1 Online-Ressource (circa 48 Seiten), Illustrationen
  13. Using Donald Trump's COVID-19 vaccine endorsement to give public health a shot in the arm
    a large-scale ad experiment
    Author: Larsen, Bradley J.; Ryan, Timothy J.; Greene, Steven; Hetherington, Marc J.; Maxwell, Rahsaan; Tadelis, Steve
    Published: [2022]
    Publisher:  Stanford Institute for Economic Policy Research (SIEPR), Stanford, CA

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    Format: Online
    Series: Working paper / Stanford Institute for Economic Policy Research (SIEPR) ; no. 22, 08 (March, 2022)
    Subjects: Coronavirus; Impfung; Gesundheitspolitik; Gesundheitsmarketing; Politische Kommunikation; Experiment; USA; COVID-19; vaccines; vaccine-hesitancy; political polarization; advertising; online auctions; political science; economics; marketing
    Scope: 1 Online-Ressource (circa 47 Seiten), Illustrationen
  14. A theory of stable price dispersion
    Author: Myatt, David P.; Ronayne, David
    Published: [2019]
    Publisher:  Department of Economics, University of Oxford, Oxford

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    Source: Union catalogues
    Language: English
    Media type: Book
    Format: Online
    Edition: Revised: October, 2019
    Series: Department of Economics discussion paper series / University of Oxford ; number 873 (June 2019)
    Subjects: price dispersion; clearinghouse models; prominence; advertising; buyer search
    Scope: 1 Online-Ressource (circa 41 Seiten)
  15. Japanese newspapers
    Author: Flath, David
    Published: March 13, 2019
    Publisher:  Columbia Business School, Center on Japanese Economy and Business, New York

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    Language: English
    Media type: Book
    Format: Online
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    Series: Working paper series / Columbia Business School, Center on Japanese Economy and Business ; no. 367
    Subjects: two-sided markets; newspapers; advertising
    Scope: 1 Online-Ressource (circa 51 Seiten), Illustrationen
  16. Emotional experience and advertising effectiveness
    on the use of EEG in marketing
    Author: Eijlers, Esther
    Published: [2020]
    Publisher:  Erasmus Institute of Management (ERIM), Rotterdam

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    Source: Union catalogues
    Language: English
    Media type: Dissertation
    Format: Online
    ISBN: 9789058925657
    Other identifier:
    hdl: 1765/124053
    Series: ERIM PhD series in research in management ; EPS-2020-487-MKT
    Subjects: emotions; advertising; neuromarketing; EEG; multivariate pattern analysis; dynamics; customer experience
    Scope: 1 Online-Ressource (circa 106 Seiten)
    Notes:

    Dissertation, Erasmus University Rotterdam, 2020
  17. Advertising arbitrage
    Author: Pagano, Marco; Kovbasyuk, Sergei
    Published: 18 July 2020
    Publisher:  Centre for Economic Policy Research, London

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    Source: Union catalogues
    Language: English
    Media type: Book
    Format: Online
    Series: Array ; DP15064
    Subjects: limits to arbitrage; advertising; price discovery; limited attention
    Scope: 1 Online-Ressource (circa 34 Seiten)
  18. Advertising arbitrage
    Author: Kovbasyuk, Sergey; Pagano, Marco
    Published: [2020]
    Publisher:  Center for Financial Studies, Goethe University, Frankfurt am Main, Germany

    Arbitrageurs with a short investment horizon gain from accelerating price discovery by advertising their private information. However, advertising many assets may overload investors' attention, reducing the number of informed traders per asset and... more

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    Arbitrageurs with a short investment horizon gain from accelerating price discovery by advertising their private information. However, advertising many assets may overload investors' attention, reducing the number of informed traders per asset and slowing price discovery. So arbitrageurs optimally concentrate advertising on just a few assets, which they overweight in their portfolios. Unlike classic insiders, advertisers prefer assets with the least noise trading. If several arbitrageurs share information about the same assets, inefficient equilibria can arise, where investors' attention is overloaded and substantial mispricing persists. When they do not share, the overloading of investors' attention is maximal.

     
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    Source: Union catalogues
    Language: English
    Media type: Book
    Format: Online
    Other identifier:
    hdl: 10419/222607
    Series: CFS working paper series ; no. 641
    CFS Working Paper ; No. 641, 2020
    Subjects: limits to arbitrage; advertising; price discovery; limited attention
    Scope: 1 Online-Ressource (circa 34 Seiten)
  19. Humanistic digital governance
    Author: Snower, Dennis J.; Twomey, Paul
    Published: December 2020
    Publisher:  IZA - Institute of Labor Economics, Bonn, Germany

    We identify an important feature of current digital governance systems: "third-party funded digital barter": consumers of digital services get many digital services for free (or underpriced) and in return have personal information about themselves... more

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    We identify an important feature of current digital governance systems: "third-party funded digital barter": consumers of digital services get many digital services for free (or underpriced) and in return have personal information about themselves collected for free. In addition, the digital consumers receive advertising and other forms of influence from the third parties that fund the digital services. The interests of the third-party funders are not well-aligned with the interests of the digital consumers. This fundamental flaw of current digital governance systems is responsible for an array of serious problems, including inequities, inefficiencies, manipulation of digital consumers, as well as dangers to social cohesion and democracy. We present four policy guidelines that aim to correct this flaw by shifting control of personal data from the data aggregators and their third-party funders to the digital consumers. The proposals cover "official data" that require official authentication, "privy data" that is either generated by the data subjects about themselves or by a second parties, and "collective data." The proposals put each of these data types under the individual or collective control of the data subjects. There are also proposals to mitigate asymmetries of information and market power.

     
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    Source: Union catalogues
    Language: English
    Media type: Book
    Format: Online
    Other identifier:
    hdl: 10419/243455
    Series: IZA policy paper ; no. 169
    Subjects: digital governance; digital services; personal data; digital service providers; market power; advertising; preference manipulation
    Scope: 1 Online-Ressource (circa 37 Seiten)
  20. Humanistic digital governance
    Author: Snower, Dennis J.; Twomey, Paul
    Published: December 2020
    Publisher:  CESifo, Center for Economic Studies & Ifo Institute, Munich, Germany

    We identify an important feature of current digital governance systems: "third-party funded digital barter": consumers of digital services get many digital services for free (or underpriced) and in return have personal information about themselves... more

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    We identify an important feature of current digital governance systems: "third-party funded digital barter": consumers of digital services get many digital services for free (or underpriced) and in return have personal information about themselves collected for free. In addition, the digital consumers receive advertising and other forms of influence from the third parties that fund the digital services. The interests of the third-party funders are not well-aligned with the interests of the digital consumers. This fundamental flaw of current digital governance systems is responsible for an array of serious problems, including inequities, inefficiencies, manipulation of digital consumers, as well as dangers to social cohesion and democracy. We present four policy guidelines that aim to correct this flaw by shifting control of personal data from the data aggregators and their third-party funders to the digital consumers. The proposals cover "official data" that require official authentication, "privy data" that is either generated by the data subjects about themselves or by a second parties, and "collective data." The proposals put each of these data types under the individual or collective control of the data subjects. There are also proposals to mitigate asymmetries of information and market power.

     
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    Source: Union catalogues
    Language: English
    Media type: Book
    Format: Online
    Other identifier:
    hdl: 10419/229610
    Series: CESifo working paper ; no. 8792 (2020)
    Subjects: digital governance; digital services; personal data; digital service providers; market power; advertising; preference manipulation
    Scope: 1 Online-Ressource (circa 37 Seiten)
  21. Advertising and content differentiation
    evidence from YouTube
    Author: Kerkhof, Anna
    Published: November 2020
    Publisher:  CESifo, Center for Economic Studies & Ifo Institute, Munich, Germany

    This paper studies the effect of advertising on content differentiation on YouTube, the second-most visited website in the world. I demonstrate that an exogenous increase in the feasible advertising quantity leads to a considerable decrease in the... more

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    This paper studies the effect of advertising on content differentiation on YouTube, the second-most visited website in the world. I demonstrate that an exogenous increase in the feasible advertising quantity leads to a considerable decrease in the YouTubers' probability to duplicate mainstream content, i.e., the type of content that attracts the largest number of views. The result is driven by an intuitive mechanism: Mainstream content is provided by many competing YouTubers; thus, viewers who perceive advertising as a nuisance – and therefore as an implicit price they have to pay – could easily switch to a competitor if a YouTuber increased her advertising quantity. Switching is less likely, however, if the YouTuber differentiates her content from the mainstream, gains market power in a niche, and thereby softens competition in the ad "price."

     
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    Media type: Book
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    hdl: 10419/229515
    Series: CESifo working paper ; no. 8697 (2020)
    Subjects: advertising; content differentiation; economics of digitization; horizontal product differentiation; long tail; media diversity; user-generated content; YouTube
    Scope: 1 Online-Ressource (circa 73 Seiten), Illustrationen
  22. Advertising and content differentiation
    evidence from YouTube
    Author: Kerkhof, Anna
    Published: This version: September 4, 2019
    Publisher:  Verein für Socialpolitik, [Leipzig]

    Does advertising revenue increase or diminish content differentiation in media markets? This paper shows that an increase in the technically feasible number of ad breaks per video leads to an increase in content differentiation between several... more

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    Does advertising revenue increase or diminish content differentiation in media markets? This paper shows that an increase in the technically feasible number of ad breaks per video leads to an increase in content differentiation between several thousand YouTube channels. I exploit two institutional features of YouTube's monetization policy to identify the causal effect of advertising on the YouTubers' content choice. The analysis of around one million YouTube videos shows that advertising leads to a twenty percentage point reduction in the YouTubers' probability to duplicate popular content, i.e., content in high demand by the audience. I also provide evidence of the economic mechanism behind the result: popular content is covered by many competing YouTubers; hence, viewers who perceive advertising as a nuisance could easily switch to a competitor if a YouTuber increased her number of ad breaks per video. This is less likely, however, when the YouTuber differentiates her content from her competitors.

     
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    Source: Union catalogues
    Language: English
    Media type: Book
    Format: Online
    Other identifier:
    hdl: 10419/204468
    Series: Array ; Array
    Subjects: advertising; content differentiation; economics of digitization; horizontal product differentiation; long tail; media diversity; user-generated content; YouTube
    Scope: 1 Online-Ressource (circa 74 Seiten), Illustrationen
  23. Humanistic digital governance
    Author: Snower, Dennis J.; Twomey, Paul
    Published: 12/2020
    Publisher:  Kiel Institute for the World Economy, Kiel

    We identify an important feature of current digital governance systems: "third-party funded digital barter": consumers of digital services get many digital services for free (or under- priced) and in return have personal information about themselves... more

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    We identify an important feature of current digital governance systems: "third-party funded digital barter": consumers of digital services get many digital services for free (or under- priced) and in return have personal information about themselves collected for free. In addition, the digital consumers receive advertising and other forms of influence from the third parties that fund the digital services. The interests of the third-party funders are not well-aligned with the interests of the digital consumers. This fundamental flaw of current digital governance systems is responsible for an array of serious problems, including inequities, inefficiencies, manipulation of digital consumers, as well as dangers to social cohesion and democracy. We present four policy guidelines that aim to correct this flaw by shifting control of personal data from the data aggregators and their third-party funders to the digital consumers. The proposals cover "official data" that require official authentication, "privy data" that is either generated by the data subjects about themselves or by a second parties, and "collective data." The proposals put each of these data types under the individual or collective control of the data subjects. There are also proposals to mitigate asymmetries of information and market power.

     
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    Source: Union catalogues
    Language: English
    Media type: Book
    Format: Online
    Other identifier:
    hdl: 10419/229164
    Series: Kiel working paper ; no. 2178 (December 2020)
    Subjects: Digital governance; digital services; personal data; digital service providers; market power; advertising; preference manipulation
    Scope: 1 Online-Ressource (circa 36 Seiten)
  24. The impact of online competition on local newspapers
    evidence from the introduction of craigslist
    Author: Djourelova, Milena; Durante, Ruben; Martin, Gregory J.
    Published: May 2021
    Publisher:  CESifo, Center for Economic Studies & Ifo Institute, Munich, Germany

    How does competition from online platforms affect the organization, performance, and editorial choices of newspapers? And what are the implications of these changes for the information vot-ers are exposed to and for political accountability? We study... more

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    How does competition from online platforms affect the organization, performance, and editorial choices of newspapers? And what are the implications of these changes for the information vot-ers are exposed to and for political accountability? We study these questions using the staggered introduction of Craigslist - the world's largest online platform for classified advertising - across US counties between 1995 and 2009. This setting allows us to separate the effect of competition for classified advertising from other changes brought about by the Internet, and to compare newspapers that relied more or less heavily on classified ads ex ante. We find that, following the entry of Craigslist, local papers experienced a significant decline in the number of newsroom and management staff. Cuts in editorial staff disproportionately affected reporters covering politics. These organizational changes led to a reduction in news coverage of politics and political corrup-tion, and resulted in a decline in newspaper readership which was not compensated by increased news consumption on other media. Finally, we find some evidence that reduced news coverage of politics was associated with lower voter turnout, and more party-line voting for both citizens and politicians.

     
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    Language: English
    Media type: Book
    Format: Online
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    hdl: 10419/235460
    Series: CESifo working paper ; no. 9090 (2021)
    Subjects: newspapers; internet; advertising; political accountability
    Scope: 1 Online-Ressource (circa 81 Seiten), Illustrationen
  25. Competition with list prices
    Author: Haan, Marco; Heijnen, Pim; Obradovits, Martin
    Published: [2021]
    Publisher:  Research platform Empirical and Experimental Economics, University of Innsbruck, Innsbruck, Austria

    This paper studies the competitive role of list prices. We argue that such prices are often more salient than actual retail prices, so consumers' purchase decisions may be influenced by them. Two firms compete by setting prices in a homogeneous... more

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    This paper studies the competitive role of list prices. We argue that such prices are often more salient than actual retail prices, so consumers' purchase decisions may be influenced by them. Two firms compete by setting prices in a homogeneous product market. They first set a list price that serves as an upper bound on their retail price. Then, after having observed each other's list price, they set retail prices. Building on the canonical Varian (1980) model, we assume that some consumers observe no prices, some observe all prices, and some only observe list prices. We show that if the latter partially informed consumers use a simple rule of thumb, the use of list prices leads to lower retail prices on average. This effect is weakened if partially informed consumers are rational.

     
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    Source: Union catalogues
    Language: English
    Media type: Book
    Format: Online
    Other identifier:
    hdl: 10419/240436
    Series: Working papers in economics and statistics ; 2021, 08
    Subjects: list prices; recommended retail prices; price competition; price dispersion; advertising
    Scope: 1 Online-Ressource (circa 54 Seiten), Illustrationen