Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/110344
Authors: 
Dertwinkel-Kalt, Markus
Year of Publication: 
2015
Series/Report no.: 
DICE Discussion Paper 186
Abstract: 
Motivated by current topics in health economics, we apply the theory of salience to consumer policy. If a government intends to stifle healthier diets without harming consumers by raising taxes, it could initiate information campaigns which focus consumers' attention either on the healthiness of one item or the unhealthiness of the other item. According to our approach, both campaigns work, but it is more efficient to proclaim the unhealthiness of one product in order to present it as a "bad." Our findings imply that comparative advertisement is particularly efficient for entrant firms into established markets.
Subjects: 
Salience
Health Policy
Information Campaign
Comparative Advertisement
JEL: 
I18
D11
D03
ISBN: 
978-3-86304-185-4
Document Type: 
Working Paper

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