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Media bias and advertising: Evidence from a German car magazine

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  • Dewenter, Ralf
  • Heimeshoff, Ulrich

Abstract

This paper investigates the existence of a possible media bias by analyzing the impact of automobile manufacturer's advertisements on automobile reviews in a leading German car magazine. By accounting for both endogeneity and sample selection using a two-step procedure, we find a positive impact of advertising volumes on test scores. The main advantage of our study is the measurement of technical characteristics of cars to explain test scores. Due to this kind of measurement, we avoid serious biases in estimating media bias caused by omitted variables.

Suggested Citation

  • Dewenter, Ralf & Heimeshoff, Ulrich, 2014. "Media bias and advertising: Evidence from a German car magazine," DICE Discussion Papers 132, University of Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
  • Handle: RePEc:zbw:dicedp:132
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    References listed on IDEAS

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    1. Jean-Charles Rochet & Jean Tirole, 2014. "Platform Competition in Two-Sided Markets," CPI Journal, Competition Policy International, vol. 10.
    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.
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    4. Reuter, Jonathan, 2009. "Does Advertising Bias Product Reviews? An Analysis of Wine Ratings," Journal of Wine Economics, Cambridge University Press, vol. 4(2), pages 125-151, January.
    5. Dewenter, Ralf & Haucap, Justus & Wenzel, Tobias, 2011. "Semi-collusion in media markets," International Review of Law and Economics, Elsevier, vol. 31(2), pages 92-98, June.
    6. Matthew Gentzkow & Jesse M. Shapiro, 2010. "What Drives Media Slant? Evidence From U.S. Daily Newspapers," Econometrica, Econometric Society, vol. 78(1), pages 35-71, January.
    7. Matthew Ellman & Fabrizio Germano, "undated". "What Do the Papers Sell?," Working Papers 149, Barcelona Graduate School of Economics.
    8. Lisa George & Joel Waldfogel, 2003. "Who Affects Whom in Daily Newspaper Markets?," Journal of Political Economy, University of Chicago Press, vol. 111(4), pages 765-784, August.
    9. Jonathan Reuter & Eric Zitzewitz, 2006. "Do Ads Influence Editors? Advertising and Bias in the Financial Media," The Quarterly Journal of Economics, Oxford University Press, vol. 121(1), pages 197-227.
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    Citations

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    Cited by:

    1. Bernhardt, Lea & Dewenter, Ralf & Thomas, Tobias, 2020. "Watchdog or loyal servant? Political media bias in US newscasts," DICE Discussion Papers 348, University of Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
    2. Dewenter, Ralf & Dulleck, Uwe & Thomas, Tobias, 2018. "The political coverage index and its application to government capture," Research Papers 6, EcoAustria – Institute for Economic Research.
    3. Diermeier, Matthias & Goecke, Henry & Niehues, Judith & Thomas, Tobias, 2017. "Impact of inequality-related media coverage on the concerns of the citzens," DICE Discussion Papers 258, University of Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
    4. Dewenter, Ralf & Linder, Melissa & Thomas, Tobias, 2018. "Can media drive the electorate? The impact of media coverage on party affiliation and voting intentions," Research Papers 7, EcoAustria – Institute for Economic Research.
    5. Tom Hamami & James Bailey, 2021. "Expert product reviews and conflict of interest," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(1), pages 170-176, January.
    6. Dewenter Ralf & Lüth Hendrik, 2015. "Eine alternative Definition von Suchneutralität / An alternative definition of search neutrality," ORDO. Jahrbuch für die Ordnung von Wirtschaft und Gesellschaft, De Gruyter, vol. 66(1), pages 221-242, January.
    7. Thomas, Tobias, 2020. "Zur Rolle der Medien in der Demokratie," DICE Ordnungspolitische Perspektiven 104, University of Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
    8. Hirsch, Patrick & Köhler, Ekkehard A. & Feld, Lars P. & Thomas, Tobias, 2020. ""Whatever it takes!": How tonality of TV-news affects government bond yield spreads during crises," Freiburg Discussion Papers on Constitutional Economics 20/09, Walter Eucken Institut e.V..
    9. Dieter Pennerstorfer & Christoph Weiss & Andreas Huber, 2019. "Experts, Reputation and Umbrella Effects: Empirical Evidence from Wine Prices," Economics working papers 2019-08, Department of Economics, Johannes Kepler University Linz, Austria.
    10. Dewenter, Ralf & Linder, Melissa & Thomas, Tobias, 2019. "Can media drive the electorate? The impact of media coverage on voting intentions," European Journal of Political Economy, Elsevier, vol. 58(C), pages 245-261.

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    More about this item

    Keywords

    Car magazines; Media bias; Selection model; Instrumental variable estimation;
    All these keywords.

    JEL classification:

    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

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