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American Economic Review: Vol. 96 No. 1 (March 2006)
AER Volume. 96, Issue 1 | 
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Advertising Content
Article Citation
Anderson, Simon P., and
Régis Renault. 2006. "Advertising Content."
The American Economic Review,
96(1): 93-113.
DOI: 10.1257/000282806776157632
DOI: 10.1257/000282806776157632
Abstract
Empirical evidence suggests that most advertisements contain little direct information. Many do not mention prices. We analyze a monopoly firm's choice of advertising content and the information disclosed to consumers. The firm advertises only product information, price information, or both, and prefers to convey only limited product information if possible. It is socially harmful to force it to provide full information if it has sufficient ability to parse the information imparted, nor does it help to restrict the information voluntarily provided.
Article Full-Text Access
Full-text Article
Authors
Anderson, Simon P.
Renault, Régis
Renault, Régis
