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https://hdl.handle.net/10419/26634
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DC Field | Value | Language |
---|---|---|
dc.contributor.author | Kind, Hans Jarle | en |
dc.contributor.author | Köthenbürger, Marko | en |
dc.contributor.author | Schjelderup, Guttorm | en |
dc.date.accessioned | 2009-04-03 | - |
dc.date.accessioned | 2009-07-28T08:49:13Z | - |
dc.date.available | 2009-07-28T08:49:13Z | - |
dc.date.issued | 2009 | - |
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 |
dc.language.iso | eng | en |
dc.publisher | |aCenter for Economic Studies and ifo Institute (CESifo) |cMunich | en |
dc.relation.ispartofseries | |aCESifo Working Paper |x2589 | en |
dc.subject.jel | D4 | en |
dc.subject.jel | D43 | en |
dc.subject.jel | H21 | en |
dc.subject.jel | H22 | en |
dc.subject.jel | L13 | en |
dc.subject.ddc | 330 | en |
dc.subject.keyword | Two-sided markets | en |
dc.subject.keyword | media market | en |
dc.subject.keyword | pricing strategy | en |
dc.subject.keyword | ad-tax | en |
dc.subject.stw | Rundfunkwerbung | en |
dc.subject.stw | Werbebeschränkung | en |
dc.subject.stw | Steuer | en |
dc.subject.stw | Steuerwirkung | en |
dc.subject.stw | Medienökonomik | en |
dc.subject.stw | Lieferanten-Kunden-Beziehung | en |
dc.subject.stw | Medienverhalten | en |
dc.subject.stw | Betriebliche Preispolitik | en |
dc.subject.stw | Werbewirtschaft | en |
dc.subject.stw | Theorie | en |
dc.title | Should utility-reducing media advertising be taxed? | - |
dc.type | Working Paper | en |
dc.identifier.ppn | 595752950 | en |
dc.rights | http://www.econstor.eu/dspace/Nutzungsbedingungen | en |
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