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27 février 2025
- ISIDORE Id: 10670/1.705050...
- hal: hal-04969796
info:eu-repo/semantics/OpenAccess
Mots-clés
Taxation Advertising Discrete choice demand Dynamic oligopoly D - Microeconomics/D.D1 - Household Behavior and Family Economics/D.D1.D12 - Consumer Economics: Empirical Analysis H - Public Economics/H.H2 - Taxation, Subsidies, and Revenue/H.H2.H22 - Incidence I - Health, Education, and Welfare/I.I1 - Health/I.I1.I18 - Government Policy • Regulation • Public Health L - Industrial Organization/L.L1 - Market Structure, Firm Strategy, and Market Performance/L.L1.L13 - Oligopoly and Other Imperfect Markets M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M37 - AdvertisingSujets proches
Advertising--Retail trade Advertisements Store advertising Advertising, Consumer Ads Commercial speech Retail advertising Advertising, Retail Consumer advertising Speech, Commercial Advertising, StoreCiter ce document
Rossi Abi Rafeh et al., « The Effects of Sin Taxes and Advertising Restrictions in a Dynamic Equilibrium », HAL SHS (Sciences de l’Homme et de la Société), ID : 10670/1.705050...
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Résumé
We develop a dynamic equilibrium model of rm competition to study the impact of counterfactual policies, such as taxes and advertising restrictions, on pricing, advertising, consumption and welfare. ;We estimate the model using micro level data on the market for colas. We use consumer level exposure to television commercials to estimate the impact of advertising on product choice, model rms' dynamic competition through their choice of advertising budgets and product prices, and exploit rms' practice of delegating decisions over advertising slots to agencies to link the rich consumer-level advertising variation with rms' strategic choice variables. We show that a sugar- sweetened beverage tax leads to a reduction in advertising and that the incremental eects of implementing advertising restrictions are substantially reduced with a tax in place.
