Persuasive Advertising and Consumer Welfare
International Business & Management
Pennsylvania Economic Review
Economists studying the welfare effects of advertising typically face a dilemma: advertising appears to change tastes, but welfare effects are not calculable when tastes change. By using a model where taste do not change, Kotowitz and Mathewson (1979) derive a method for calculating the welfare effect of informative advertising. This paper presents a model of persuasive advertising in which tastes do not change; the welfare effect of persuasive advertising is therefore calculable using this model.
Erfle, Stephen. "Persuasive Advertising and Consumer Welfare." Pennsylvania Economic Review 2, no. 2 (1992): 14-30.
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