Does Self-regulation of Advertisement Length Improve Consumer Welfare?

• 資料種別: 文書・図像類
• タイトル: Does Self-regulation of Advertisement Length Improve Consumer Welfare?
• 著者・編者: Matsubae, Taisuke; Matsushima, Noriaki
• 著者標目: Matsubae, Taisuke; https://nrid.nii.ac.jp/nrid/1000000823783; Matsushima, Noriaki; https://nrid.nii.ac.jp/nrid/1000080334879
• 出版事項: The Institute of Social and Economic Research, Osaka University
• 出版年月日等: 2012-01
• 出版年（W3CDTF）: 2012-01
• タイトル（掲載誌）: Institute of Social and Economic Research Discussion Papers
• 巻号年月日等（掲載誌）: 829
• 掲載巻: 829
• 本文の言語コード: eng
• 件名標目: self-regulation; program quality; advertisement volume; consumer surplus; heterogeneous consumer
• 対象利用者: 一般
• 一般注記: 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 utility functions of consumers satisfy the standard ‘full-coverage’condition), self-regulation always reduces consumer welfare. It improves social welfare only if the advertisement revenue of each platform is not small and the cost parameter of investments in improving the quality of TV programs is small. When some consumers have outside options (the standard ‘full-coverage’ condition is not satisfied), self-regulation can benefit consumers because it increases the number of consumers who watch TV programs.
• 参照（URI）: http://www.iser.osaka-u.ac.jp/library/dp/2012/DP0829.pdf; URI
• 連携機関・データベース: 国立情報学研究所 : 学術機関リポジトリデータベース（IRDB）（機関リポジトリ）; https://irdb.nii.ac.jp
• 提供元機関・データベース: 大阪大学 : 大阪大学学術情報庫 桜華