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Dubois, Pierre
, Griffith, Rachel and O'Connell, Martin
(2018)
The effects of banning advertising in junk food markets.
The Review Of Economic Studies, vol.1 (n°1).
pp. 396-436.
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Abstract
There are growing calls to restrict advertising of junk foods. Whether such a move will improve diet quality will depend on how advertising shifts consumer demands and how firms respond. We study an important and typical junk food market { the potato chips market. We exploit consumer level exposure to adverts to estimate demand, allowing advertising to potentially shift the weight consumers place on product healthiness, tilt demand curves, have dynamic effects and spillover effects across brands. We simulate the impact of a ban and show that the potential health benefits are partially offset by firms lowering prices and by consumer switching to other junk foods.
| Item Type: | Article |
|---|---|
| Language: | English |
| Date: | January 2018 |
| Refereed: | Yes |
| Uncontrolled Keywords: | advertising, demand estimation, dynamic oligopoly, welfare |
| JEL Classification: | L13 - Oligopoly and Other Imperfect Markets M37 - Advertising |
| Subjects: | B- ECONOMIE ET FINANCE |
| Divisions: | TSE-R (Toulouse) |
| Site: | UT1 |
| Date Deposited: | 07 Feb 2017 10:26 |
| Last Modified: | 08 Jun 2021 12:56 |
| OAI Identifier: | oai:tse-fr.eu:31444 |
| URI: | https://publications.ut-capitole.fr/id/eprint/22825 |
Available Versions of this Item
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The effects of banning advertising in junk food markets. (deposited 31 May 2016 10:23)
- The effects of banning advertising in junk food markets. (deposited 07 Feb 2017 10:26) [Currently Displayed]
