Salience and health campaigns

Markus Dertwinkel-Kalt ()

No 186, DICE Discussion Papers from Heinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE)

Abstract: Motivated by current topics in health economics, we apply the theory of salience to consumer policy. If a government intends to stifle healthier diets without harming consumers by raising taxes, it could initiate information campaigns which focus consumers' attention either on the healthiness of one item or the unhealthiness of the other item. According to our approach, both campaigns work, but it is more efficient to proclaim the unhealthiness of one product in order to present it as a "bad." Our findings imply that comparative advertisement is particularly efficient for entrant firms into established markets.

Keywords: Salience; Health Policy; Information Campaign; Comparative Advertisement (search for similar items in EconPapers)
JEL-codes: D03 D11 I18 (search for similar items in EconPapers)
Date: 2015
New Economics Papers: this item is included in nep-hea
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Related works:
Journal Article: Salience and Health Campaigns (2016)
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:dicedp:186

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