HARVARD ECONOMIC STUDIES
Cover: Advertising and Market Power in HARDCOVER

Harvard Economic Studies 144

Advertising and Market Power

Add to Cart

Product Details

HARDCOVER

$33.50 • £26.95 • €30.00

ISBN 9780674005808

Publication Date: 01/01/1974

Short

The current debate over the economics of advertising has long focused on two questions. The first concerns the impact of advertising on the relative positions of large and small firms in an industry and thereby on the state of competition. The second examines the role of advertising on consumer purchasing decisions over broad consumption categories. Comanor and Wilson use the modern tools of economic theory and statistics to build and test their hypotheses, and contribute important analytical and empirical evidence on the key issues.

The authors find that consumer decisions are affected substantially by the volume of advertising. Indeed, advertising is a weightier factor than relative prices. Their conclusions surely contribute to the nervousness long felt by economists over the use of consumer preferences to evaluate the welfare implications of resource allocation.

Recent News

Black lives matter. Black voices matter. A statement from HUP »

From Our Blog

logo of the MacArthur Foundation

Nicole Fleetwood and Monica Muñoz Martinez Awarded MacArthur Fellowships

Harvard University Press congratulates its authors Nicole Fleetwood and Monica Muñoz Martinez for being named to the 2021 class of 25 MacArthur Fellows. The prestigious no-strings-attached $625,000 awards are given to individuals “who have shown extraordinary originality and dedication in their creative pursuits and a marked capacity for self-direction.”