Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/110344 
Erscheinungsjahr: 
2015
Schriftenreihe/Nr.: 
DICE Discussion Paper No. 186
Verlag: 
Heinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE), Düsseldorf
Zusammenfassung: 
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.
Schlagwörter: 
Salience
Health Policy
Information Campaign
Comparative Advertisement
JEL: 
I18
D11
D03
ISBN: 
978-3-86304-185-4
Dokumentart: 
Working Paper

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