Does self-regulation of advertisement length improve consumer welfare?
- Publisher: Osaka: Osaka University, Institute of Social and Economic Research (ISER)
L13 | L41 | L82 | self-regulation | program quality | advertisement volume | consumer surplus | heterogeneous consumer | Fernsehwerbung | Werbewirkung | Fernsehprogramm | Konsumentenverhalten | Hotelling-Modell | Japan
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...