Does self-regulation of advertisement length improve consumer welfare?

Research English OPEN
Matsubae, Taisuke ; Matsushima, Noriaki (2012)
  • Publisher: Osaka: Osaka University, Institute of Social and Economic Research (ISER)
  • Subject: L13 | L41 | L82 | self-regulation | program quality | advertisement volume | consumer surplus | heterogeneous consumer | Fernsehwerbung | Werbewirkung | Fernsehprogramm | Konsumentenverhalten | Hotelling-Modell | Japan
    • ddc: ddc:330

In Japan, TV platforms regulate themselves as to the length of the advertisements they air. Using modified Hotelling models, we investigate whether such self-regulation improves consumer and social welfare or not. When all consumers choose a single TV program (the utili... View more
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