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Le calcul économique de la publicité frauduleuse

Author

Listed:
  • Boyer, Marcel

    (Département de Sciences Économiques, Université de Montréal)

  • Kihlstrom, Richard

    (Department of Economics, University of Illinois)

  • Laffont, Jean-Jacques

    (Faculté des sciences économiques, Université de Toulouse)

Abstract

The objectif of this paper is to give a microeconomic foundation to misleading advertising in order to derive a method to evaluate its social costs both in terms of efficiency and in terms of distribution. We develop first the approach leading to the concept of demand based on information biased by misleading advertising. Then we set up a model leading to an analytical form of the demand function for the different agents and we discuss the econometric problem of estimating it. We can then develop a formula to measure the social costs of misleading advertising. Finally, we show through an example how that formula can be used.

Suggested Citation

  • Boyer, Marcel & Kihlstrom, Richard & Laffont, Jean-Jacques, 1979. "Le calcul économique de la publicité frauduleuse," L'Actualité Economique, Société Canadienne de Science Economique, vol. 55(1), pages 46-67, janvier.
    • Handle: RePEc:ris:actuec:v:55:y:1979:i:1:p:46-67
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    References listed on IDEAS

    as
    1. Amemiya, Takeshi, 1973. "Regression Analysis when the Dependent Variable is Truncated Normal," Econometrica, Econometric Society, vol. 41(6), pages 997-1016, November.
    2. Lester G. Telser, 1962. "Advertising and Cigarettes," Journal of Political Economy, University of Chicago Press, vol. 70, pages 471-471.
    3. Stigler, George J & Becker, Gary S, 1977. "De Gustibus Non Est Disputandum," American Economic Review, American Economic Association, vol. 67(2), pages 76-90, March.
    4. Kihlstrom, Richard E, 1974. "A Bayesian Model of Demand for Information About Product Quality," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 15(1), pages 99-118, February.
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