The New Palgrave Dictionary of Economics

2018 Edition
| Editors: Macmillan Publishers Ltd

Advertising

  • Richard Schmalensee
Reference work entry
DOI: https://doi.org/10.1057/978-1-349-95189-5_354

Abstract

Empirical studies suggest that advertising is not an important determinant of consumer behaviour and that advertising follows rather than leads cultural trends. On the core issue of whether advertising is anti- or pro-competitive, the evidence suggests that advertising is associated with lower prices.

Keywords

Advertising Concentration Market structure Entry 

JEL Classifications

D00 
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Bibliography

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Bibliographic Addendum

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Copyright information

© Macmillan Publishers Ltd. 2018

Authors and Affiliations

  • Richard Schmalensee
    • 1
  1. 1.