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Quality Uncertainty and Informative Advertising

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  • José Luis Moraga-González

    (Institute of Economics, University of Copenhagen)

Abstract

We consider a single period model where a monopolist introduces a product of uncertain quality. Before pricing and informative advertising decisions take place, the producer observes the true quality of the good while consumers receive an independent signal which is correlated with the true quality of the product. We show that if informative advertising occurs in equilibrium, there must exist some pooling. Further, we prove that for an advertising full pooling equilibrium to exist, (a) consumers' valuation for the high quality, advertising cost and consumers' prior probability of high quality must be sufficiently high and (b) informativeness of the market signal must be sufficiently low. Existence of an advertising semi-separating equilibrium requires similar conditions. When informative advertising appears in equilibrium, the adverse selection problem is partially mitigated.

Suggested Citation

  • José Luis Moraga-González, 1997. "Quality Uncertainty and Informative Advertising," CIE Discussion Papers 1997-19, University of Copenhagen. Department of Economics. Centre for Industrial Economics.
  • Handle: RePEc:kud:kuieci:1997-19
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    References listed on IDEAS

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    1. Gene M. Grossman & Carl Shapiro, 1984. "Informative Advertising with Differentiated Products," Review of Economic Studies, Oxford University Press, vol. 51(1), pages 63-81.
    2. Milgrom, Paul & Roberts, John, 1986. "Price and Advertising Signals of Product Quality," Journal of Political Economy, University of Chicago Press, vol. 94(4), pages 796-821, August.
    3. Cooper, Russell & Ross, Thomas W., 1985. "Monopoly provision of product quality with uninformed buyers," International Journal of Industrial Organization, Elsevier, vol. 3(4), pages 439-449, December.
    4. In-Koo Cho & David M. Kreps, 1987. "Signaling Games and Stable Equilibria," The Quarterly Journal of Economics, Oxford University Press, vol. 102(2), pages 179-221.
    5. Kihlstrom, Richard E & Riordan, Michael H, 1984. "Advertising as a Signal," Journal of Political Economy, University of Chicago Press, vol. 92(3), pages 427-450, June.
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    8. Ellingsen, Tore, 1997. "Price signals quality: The case of perfectly inelastic demand," International Journal of Industrial Organization, Elsevier, vol. 16(1), pages 43-61, November.
    9. Russell Cooper & Thomas W. Ross, 1984. "Prices, Product Qualities and Asymmetric Information: The Competitive Case," Review of Economic Studies, Oxford University Press, vol. 51(2), pages 197-207.
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    13. Asher Wolinsky, 1983. "Prices as Signals of Product Quality," Review of Economic Studies, Oxford University Press, vol. 50(4), pages 647-658.
    14. Mark N. Hertzendorf, 1993. "I'm Not a High-Quality Firm -- But I Play One on TV," RAND Journal of Economics, The RAND Corporation, vol. 24(2), pages 236-247, Summer.
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    Cited by:

    1. Tsuchihashi, Toshihiro, 2008. "Market research and complementary advertising under asymmetric information," Discussion Papers 2008-05, Graduate School of Economics, Hitotsubashi University.
    2. Boom, Anette, 2004. ""Download for Free": When do providers of digital goods offer free samples?," Discussion Papers 2004/28, Free University Berlin, School of Business & Economics.
    3. Levent Çelik, 2008. "Monopoly Provision of Tune-ins," CERGE-EI Working Papers wp362, The Center for Economic Research and Graduate Education - Economics Institute, Prague.
    4. Levent Çelik, 2008. "Viewer Sampling and Quality Signaling in a Television Market," CERGE-EI Working Papers wp363, The Center for Economic Research and Graduate Education - Economics Institute, Prague.
    5. repec:eee:indorg:v:55:y:2017:i:c:p:91-113 is not listed on IDEAS
    6. Young-Han Kim & Praveen Aggarwal & Young-Myung Ha & Tai Hoon Cha, 2006. "Optimal pricing strategy for foreign market entry: a game theoretic approach," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 27(8), pages 643-653.

    More about this item

    Keywords

    informative advertising; quality uncertainty; signaling;

    JEL classification:

    • F15 - International Economics - - Trade - - - Economic Integration
    • D82 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Asymmetric and Private Information; Mechanism Design

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