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dc.contributor.authorKind, Hans Jarleen_US
dc.contributor.authorKöthenbürger, Markoen_US
dc.contributor.authorSchjelderup, Guttormen_US
dc.date.accessioned2009-04-03en_US
dc.date.accessioned2009-07-28T08:49:13Z-
dc.date.available2009-07-28T08:49:13Z-
dc.date.issued2009en_US
dc.identifier.urihttp://hdl.handle.net/10419/26634-
dc.description.abstractEmpirical 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.isoengen_US
dc.publisherCESifo Münchenen_US
dc.relation.ispartofseriesCESifo working paper 2589en_US
dc.subject.jelD4en_US
dc.subject.jelD43en_US
dc.subject.jelH21en_US
dc.subject.jelH22en_US
dc.subject.jelL13en_US
dc.subject.ddc330en_US
dc.subject.keywordTwo-sided marketsen_US
dc.subject.keywordmedia marketen_US
dc.subject.keywordpricing strategyen_US
dc.subject.keywordad-taxen_US
dc.subject.stwRundfunkwerbungen_US
dc.subject.stwWerbebeschränkungen_US
dc.subject.stwSteueren_US
dc.subject.stwSteuerwirkungen_US
dc.subject.stwMedienökonomiken_US
dc.subject.stwLieferanten-Kunden-Beziehungen_US
dc.subject.stwMedienverhaltenen_US
dc.subject.stwBetriebliche Preispolitiken_US
dc.subject.stwWerbewirtschaften_US
dc.subject.stwTheorieen_US
dc.titleShould utility-reducing media advertising be taxed?en_US
dc.typeWorking Paperen_US
dc.identifier.ppn595752950en_US
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungen-
Appears in Collections:CESifo Working Papers, CESifo Group Munich

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