Non-comparative versus Comparative Advertising as a Quality Signal
2009/06/30
研討會日期 : 2009-06-30
時間 : 14:30
主講人 : Professor Winand Emons
地點 : B棟110室
演講者簡介 : Professor Winand Emons為Ph.D. in Economics，University of Bonn (1986)。現為University of Bern 經濟系教授。其主要研究領域為Economics of Uncertainty and Information、Industrial Organization、Law and economics、International Trade。
演講摘要 : Two firms produce a product with a horizontal and a vertical characteristic. We call the vertical characteristic quality. The difference in the quality levels determines how the firms share the market. Firms know the quality levels, consumers do not. Under non-comparative advertising a firm may signal its own quality. Under comparative advertising firms may signal the quality differential. In both scenarios the firms may attempt to mislead at a cost. If firms advertise, in both scenarios equilibria are revealing. Under comparative advertising the firms never advertise together which they may do under non-comparative advertising.
