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Advertising, Labor Supply and the Aggregate Economy. A long run Analysis

  • Benedetto Molinari

    ()

    (Department of Economics, Universidad Pablo de Olavide)

  • Francesco Turino

    ()

    (Universitat d'Alacant and Università di Bologna)

This paper studies the influence of persuasive advertising in a neoclassical growth model with monopolistically competitive firms. Our findings show that advertising can significantly affect the stationary equilibrium of a model economy in which the labor supply is endogenous. In this case, for empirically plausible calibrations, we find that the equilibrium level of hours worked, GDP, and consumption increase with the amount of resources invested in advertising. These findings are consistent with a new stylized fact provided in this paper: over the past decade, per-capita advertising expenditures have been positively correlated with per-capita output, consumption and hours worked across OECD countries. Because of the connection between advertising and labor supply, we show that our model improves on its neoclassical counterpart in explaining both within-country and cross-country variability of hours worked per capita.

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File URL: http://www.upo.es/serv/bib/wps/econ0916.pdf
File Function: First version, 2009
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Paper provided by Universidad Pablo de Olavide, Department of Economics in its series Working Papers with number 09.16.

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Length: 41 pages
Date of creation: Dec 2009
Date of revision:
Handle: RePEc:pab:wpaper:09.16
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  1. Alberto Alesina & Edward Glaeser & Bruce Sacerdote, 2005. "Work and Leisure in the U. S. and Europe: Why so Different?," Harvard Institute of Economic Research Working Papers 2068, Harvard - Institute of Economic Research.
  2. Ellen R. McGrattan & Edward C. Prescott, 2007. "Unmeasured Investment and the Puzzling U.S. Boom in the 1990s," NBER Working Papers 13499, National Bureau of Economic Research, Inc.
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  5. Benedetto Molinari & Francesco Turino, 2009. "Advertising and Business Cycle Fluctuations," 2009 Meeting Papers 419, Society for Economic Dynamics.
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  9. King, Robert G. & Plosser, Charles I. & Rebelo, Sergio T., 1988. "Production, growth and business cycles : I. The basic neoclassical model," Journal of Monetary Economics, Elsevier, vol. 21(2-3), pages 195-232.
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  11. Xavier Gabaix & David Laibson, 2005. "Shrouded Attributes, Consumer Myopia, and Information Suppression in Competitive Markets," NBER Working Papers 11755, National Bureau of Economic Research, Inc.
  12. Sungbae An & Frank Schorfheide, 2007. "Bayesian Analysis of DSGE Models," Econometric Reviews, Taylor & Francis Journals, vol. 26(2-4), pages 113-172.
  13. Natsuko Iwasaki & Yasushi Kudo & Carol Horton Tremblay & Victor Tremblay, 2008. "The Advertising-price Relationship: Theory and Evidence," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 15(2), pages 149-167.
  14. Robert Shimer, 2009. "Convergence in Macroeconomics: The Labor Wedge," American Economic Journal: Macroeconomics, American Economic Association, vol. 1(1), pages 280-97, January.
  15. Fisher, Walter H. & Hof, Franz X., 2000. "Relative Consumption and Endogenous Labour Supply in the Ramsey Model: Do Status-Conscious People Work Too Much?," Economics Series 85, Institute for Advanced Studies.
  16. Volker Grossmann, 2008. "Advertising, in-house R&D, and growth," Oxford Economic Papers, Oxford University Press, vol. 60(1), pages 168-191, January.
  17. Olivier Blanchard, 2004. "The Economic Future of Europe," Journal of Economic Perspectives, American Economic Association, vol. 18(4), pages 3-26, Fall.
  18. Stuart Fraser & David Paton, 2003. "Does advertising increase labour supply? Time series evidence from the UK," Applied Economics, Taylor & Francis Journals, vol. 35(11), pages 1357-1368.
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