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EconStor >
ifo Institut – Leibniz-Institut für Wirtschaftsforschung an der Universität München >
CESifo Working Papers, CESifo Group Munich >
Please use this identifier to cite or link to this item:
http://hdl.handle.net/10419/26634
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Full metadata record
| DC Field | | Value | | Language |
| dc.contributor.author | | Kind, Hans Jarle | | en_US |
| dc.contributor.author | | Köthenbürger, Marko | | en_US |
| dc.contributor.author | | Schjelderup, Guttorm | | en_US |
| dc.date.accessioned | | 2009-04-03 | | en_US |
| dc.date.accessioned | | 2009-07-28T08:49:13Z | | - |
| dc.date.available | | 2009-07-28T08:49:13Z | | - |
| dc.date.issued | | 2009 | | en_US |
| dc.identifier.uri | | http://hdl.handle.net/10419/26634 | | - |
| dc.description.abstract | | Empirical evidence suggests that people dislike ads in media products like TV programs. In such situations standard economic theory prescribes that the advertising volume can be optimally reduced by levying a tax on ads. However, making use of recent advances in the theory of Industrial Organization and two-sided markets we show that taxing ads may be counterproductive. In particular, we identify a number of situations in which ad-adverse consumers are negatively affected by the tax, and we even show that the tax may lead to higher ad volumes. This unorthodox reaction to a tax may arise when consumers significantly dislike ads, i.e. in situations where traditional arguments for corrective taxes are strongest. | | en_US |
| dc.language.iso | | eng | | en_US |
| dc.publisher | | CESifo München | | en_US |
| dc.relation.ispartofseries | | CESifo working paper 2589 | | en_US |
| dc.subject.jel | | D4 | | en_US |
| dc.subject.jel | | D43 | | en_US |
| dc.subject.jel | | H21 | | en_US |
| dc.subject.jel | | H22 | | en_US |
| dc.subject.jel | | L13 | | en_US |
| dc.subject.ddc | | 330 | | en_US |
| dc.subject.keyword | | Two-sided markets | | en_US |
| dc.subject.keyword | | media market | | en_US |
| dc.subject.keyword | | pricing strategy | | en_US |
| dc.subject.keyword | | ad-tax | | en_US |
| dc.subject.stw | | Rundfunkwerbung | | en_US |
| dc.subject.stw | | Werbebeschränkung | | en_US |
| dc.subject.stw | | Steuer | | en_US |
| dc.subject.stw | | Steuerwirkung | | en_US |
| dc.subject.stw | | Medienökonomik | | en_US |
| dc.subject.stw | | Lieferanten-Kunden-Beziehung | | en_US |
| dc.subject.stw | | Medienverhalten | | en_US |
| dc.subject.stw | | Betriebliche Preispolitik | | en_US |
| dc.subject.stw | | Werbewirtschaft | | en_US |
| dc.subject.stw | | Theorie | | en_US |
| dc.title | | Should utility-reducing media advertising be taxed? | | en_US |
| dc.type | | Working Paper | | en_US |
| dc.identifier.ppn | | 595752950 | | en_US |
| dc.rights | | http://www.econstor.eu/dspace/Nutzungsbedingungen | | - |
| Appears in Collections: | | CESifo Working Papers, CESifo Group Munich
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