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Consumption Externalities, Coordination and Advertising

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  • Pastine, Ivan
  • Pastine, Tuvana

Abstract

The aim of this Paper is to demonstrate that advertising can have an important function in markets with consumption externalities, apart from its persuasive and informative roles. We show that advertising may function as a device to coordinate consumer expectations of the purchasing decisions of other consumers in markets with consumption externalities. The implications of advertising as a coordinating device are examined in the pricing and advertising decisions of firms interacting strategically. While, at times, the one period advertising expense can exceed the one period monopoly profit, in equilibrium consumers will pay a premium for the more heavily advertised brand.

Suggested Citation

  • Pastine, Ivan & Pastine, Tuvana, 2001. "Consumption Externalities, Coordination and Advertising," CEPR Discussion Papers 2867, C.E.P.R. Discussion Papers.
  • Handle: RePEc:cpr:ceprdp:2867
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    References listed on IDEAS

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    11. Pastine, Ivan & Pastine, Tuvana, 2005. "Coordination in Markets with Consumption Externalities: The Role of Advertising and Product Quality," CEPR Discussion Papers 5152, C.E.P.R. Discussion Papers.
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    Citations

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    Cited by:

    1. Ulrich Doraszelski & Sarit Markovich, 2007. "Advertising dynamics and competitive advantage," RAND Journal of Economics, RAND Corporation, vol. 38(3), pages 557-592, September.
    2. Pepall, Lynne & Reiff, Joseph, 2016. "The “Veblen” effect, targeted advertising and consumer welfare," Economics Letters, Elsevier, vol. 145(C), pages 218-220.
    3. Antoine Mandel & Xavier Venel, 2017. "Dynamic competition over social networks Dynamic competition over social networks," Université Paris1 Panthéon-Sorbonne (Post-Print and Working Papers) halshs-01524453, HAL.
    4. Chen, Jihui & Waters, George, 2017. "Firm efficiency, advertising and profitability: Theory and evidence," The Quarterly Review of Economics and Finance, Elsevier, vol. 63(C), pages 240-248.
    5. C. Robert Clark & Ignatius J. Horstmann, 2005. "Advertising and Coordination in Markets with Consumption Scale Effects," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 14(2), pages 377-401, June.
    6. Pastine, Ivan & Pastine, Tuvana, 2012. "Incumbency advantage and political campaign spending limits," Journal of Public Economics, Elsevier, vol. 96(1), pages 20-32.
    7. Friedrichsen, Jana & Engelmann, Dirk, 2013. "Who cares for social image? Interactions between intrinsic motivation and social image concerns," Annual Conference 2013 (Duesseldorf): Competition Policy and Regulation in a Global Economic Order 79746, Verein für Socialpolitik / German Economic Association.
    8. Brekke, Kjell Arne & Rege, Mari, 2006. "Advertising as Distortion of Learning in Markets with Network Externalities," Memorandum 24/2006, Oslo University, Department of Economics.
    9. Pastine, Ivan & Pastine, Tuvana, 2005. "Coordination in Markets with Consumption Externalities: The Role of Advertising and Product Quality," CEPR Discussion Papers 5152, C.E.P.R. Discussion Papers.
    10. Foucart, Renaud & Friedrichsen, Jana, 2016. "Bidding for network size," MPRA Paper 72136, University Library of Munich, Germany.
    11. Kretschmer, Tobias & Rösner, Mariana, 2010. "Increasing Dominance - the Role of Advertising, Pricing and Product Design," Discussion Papers in Business Administration 11500, University of Munich, Munich School of Management.
    12. Friedrichsen, Jana, 2013. "Image concerns and the provision of quality," Discussion Papers, Research Unit: Market Behavior SP II 2013-211, Social Science Research Center Berlin (WZB).
    13. Maria Alipranti & Emmanuel Petrakis, 2013. "Comparative Advertising in Markets with Network Externalities," Working Papers 1306, University of Crete, Department of Economics.
    14. Nick Vikander, 2011. "Targeted Advertising and Social Status," Tinbergen Institute Discussion Papers 11-016/1, Tinbergen Institute.
    15. Henk Folmer & Auke Leen, 2013. "Why do successful restaurants not raise their prices?," Letters in Spatial and Resource Sciences, Springer, vol. 6(2), pages 81-90, July.
    16. Tuvana Pastine & Ivan Pastine, 2001. "Consumption externalities, coordination and advertising," Open Access publications 10197/693, School of Economics, University College Dublin.
    17. Antoine Mandel & Xavier Venel, 2017. "Dynamic competition over social networks," Documents de travail du Centre d'Economie de la Sorbonne 17021, Université Panthéon-Sorbonne (Paris 1), Centre d'Economie de la Sorbonne.
    18. Ivan Pastine & Tuvana Pastine, 2005. "Coordination in markets with consumption externalities : the role of advertising and product quality," Open Access publications 10197/687, School of Economics, University College Dublin.

    More about this item

    Keywords

    advertising; consumption externalities; coordination;

    JEL classification:

    • D62 - Microeconomics - - Welfare Economics - - - Externalities
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets

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