Advertising and Entry: The Case of Physician Services
AbstractThis paper examines the entry implications of physician advertising. Evidence suggests that advertising inhibited entry into this market. Nevertheless, experienced physicians (incumbents), to whom advertising would offer the greatest financial benefit, in fact advertise less--a paradox that may be explained by nonfinancial concerns, such as unwillingness to break well-internalized professional norms against advertising. Physician advertising has risen sharply in recent years and it appears that this trend will continue. If incumbents increasingly resort to advertising, there could be substantial redistribution of income from less-well-established physicians to better-established ones. Copyright 1990 by University of Chicago Press.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Political Economy.
Volume (Year): 98 (1990)
Issue (Month): 3 (June)
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JPE/
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Jason R. Barro & Michael Chu, 2002. "HMO Penetration, Ownership Status, and the Rise of Hospital Advertising," NBER Working Papers 8899, National Bureau of Economic Research, Inc.
- Martin Gaynor, 1995.
"Issues in the Industrial Organization of the Market for Physician Services,"
NBER Working Papers
4695, National Bureau of Economic Research, Inc.
- Gaynor, Martin, 1994. "Issues in the Industrial Organization of the Market for Physician Services," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 3(1), pages 211-55, Spring.
- Robert Bloomfield & Vrinda Kadiyali, 2005. "How Verifiable Cheap-Talk Can Communicate Unverifiable Information," Quantitative Marketing and Economics, Springer, vol. 3(4), pages 337-363, December.
- Geroski, Paul A & Mazzucato, Mariana, 2001. "Advertising and the Evolution of Market Structure in the US Car Industry," CEPR Discussion Papers 2860, C.E.P.R. Discussion Papers.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.