Advertising and Welfare: Comment

Carl Shapiro

Bell Journal of Economics, 1980, vol. 11, issue 2, 749-752

Abstract: In an earlier article Dixit and Norman studied the welfare effects of advertising. They came to the surprising conclusion that, even accepting postadvertising tastes as the welfare standard, monopoly advertising which raises price is excessive. The point of this comment is to show how and why their analysis fails to apply to the case where there is more than one consumer. Their analysis assumes that preadvertising consumption is distributed efficiently according to postadvertising tastes. Since this is not generally the case, there are gains to advertising ignored by Dixit and Norman.

Date: 1980
References: Add references at CitEc
Citations: View citations in EconPapers (45)

Downloads: (external link)
http://links.jstor.org/sici?sici=0361-915X%2819802 ... O%3B2-5&origin=repec full text (application/pdf)
Access to full text is restricted to JSTOR subscribers. See http://www.jstor.org for details.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rje:bellje:v:11:y:1980:i:autumn:p:749-752

Ordering information: This journal article can be ordered from
https://editorialexp ... i-bin/rje_online.cgi

Access Statistics for this article

More articles in Bell Journal of Economics from The RAND Corporation
Bibliographic data for series maintained by ().