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Comparative advertising: disclosing horizontal match information

dc.contributor.authorRenault, Régis
dc.contributor.authorAnderson, Simon P.
dc.date.accessioned2014-01-21T09:46:40Z
dc.date.available2014-01-21T09:46:40Z
dc.date.issued2009
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/12478
dc.language.isoenen
dc.subjectComparative advertisingen
dc.subjectinformationen
dc.subjectproduct differentiationen
dc.subjectqualityen
dc.subject.ddc338en
dc.subject.classificationjelD42en
dc.subject.classificationjelL15en
dc.subject.classificationjelM37en
dc.titleComparative advertising: disclosing horizontal match informationen
dc.typeArticle accepté pour publication ou publié
dc.contributor.editoruniversityotherUniversité de Cergy-Pontoise;France
dc.contributor.editoruniversityotherUniversity of Virginia, Charlottesville;États-Unis
dc.description.abstractenImproved consumer information about horizontal aspects of products of similar quality leads to better consumer matching but also to higher prices, so consumer surplus can go up or down, while profits rise. With enough quality asymmetry, though, the higher-quality (and hence larger) firm's price falls with more information, so both effects benefit consumers. This occurs when comparative advertising is used against a large firm by a small one. Comparative advertising, as it imparts more information, therefore helps consumers. Although it also improves the profitability of the small firm, overall welfare goes down because of the large loss to the attacked firm.en
dc.relation.isversionofjnlnameRAND Journal of Economics
dc.relation.isversionofjnlvol40en
dc.relation.isversionofjnlissue3en
dc.relation.isversionofjnldate2009
dc.relation.isversionofjnlpages558-581en
dc.relation.isversionofdoihttp://dx.doi.org/10.1111/j.1756-2171.2009.00077.xen
dc.relation.isversionofjnlpublisherWiley-Blackwellen
dc.subject.ddclabelEconomie industrielleen
dc.relation.forthcomingnonen
dc.relation.forthcomingprintnonen


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