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dc.contributor.authorKind, Hans Jarleen
dc.contributor.authorKöthenbürger, Markoen
dc.contributor.authorSchjelderup, Guttormen
dc.date.accessioned2009-04-03-
dc.date.accessioned2009-07-28T08:49:13Z-
dc.date.available2009-07-28T08:49:13Z-
dc.date.issued2009-
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
dc.language.isoengen
dc.publisher|aCenter for Economic Studies and ifo Institute (CESifo) |cMunichen
dc.relation.ispartofseries|aCESifo Working Paper |x2589en
dc.subject.jelD4en
dc.subject.jelD43en
dc.subject.jelH21en
dc.subject.jelH22en
dc.subject.jelL13en
dc.subject.ddc330en
dc.subject.keywordTwo-sided marketsen
dc.subject.keywordmedia marketen
dc.subject.keywordpricing strategyen
dc.subject.keywordad-taxen
dc.subject.stwRundfunkwerbungen
dc.subject.stwWerbebeschränkungen
dc.subject.stwSteueren
dc.subject.stwSteuerwirkungen
dc.subject.stwMedienökonomiken
dc.subject.stwLieferanten-Kunden-Beziehungen
dc.subject.stwMedienverhaltenen
dc.subject.stwBetriebliche Preispolitiken
dc.subject.stwWerbewirtschaften
dc.subject.stwTheorieen
dc.titleShould utility-reducing media advertising be taxed?-
dc.typeWorking Paperen
dc.identifier.ppn595752950en
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungenen

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