Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/32250
|
| Title: | 廣告、進入障礙與獨占性競爭：總體經濟的分析
Advertising, entry barriers, and monopolistic competition: A Macroeconomic analysis |
| Authors: | 葉沂萱 |
| Contributors: | 賴景昌
葉沂萱 |
| Keywords: | 廣告
搜尋成本
進入障礙
不完全競爭
Advertising
Search cost
Entry barriers
Imperfect competition |
| Date: | 2007 |
| Issue Date: | 2009-09-14 13:30:21 (UTC+8) |
| Abstract: | This thesis develops a macroeconomic model with monopolistic competition and considers the search cost for consumption in order to analyze how advertising influences the major macroeconomic variables and causes the entry barriers. In the short run, we find that advertising will raise aggregate output. The higher the sensitivity of advertising elasticity of search cost, the greater the rising of aggregate output. Further, whether the price level rise or fall is dependent on the magnitude of the advertising elasticity of search cost. The higher sensitivity of this elasticity on advertising, the higher the price level. Moreover, advertising does not influence the market power in the short run. In the long run, we find that whether advertising causes the barriers to entry is determined by the sensitivity of the advertising elasticity of search cost. When this elasticity is small, advertising will create the entry barriers and further strengthen the monopoly power for firms. Furthermore, how advertising affects the price level and aggregate output depends not only on the advertising elasticity of search cost, but also the sensitivity of the elasticity of substitution on the number of firms. |
| Reference: | References
Bain, J. S., (1956), Barriers to New Competition: Their Character and Consequences in Manufacturing Industries, Cambridge: Harvard University Press.
Bénassy, J. P., (1996), “Monopolistic Competition, Increasing Returns to Specialization and Output Persistence,” Economic Letters, 52(2), pp. 187-191.
Benhabib, J. and Farmer, R. E. A., (1994), “Indeterminacy and Increasing Returns,” Journal of Economic Theory, 63(1), pp. 19-41.
Blanchard, O. and Giavazzi, F., (2003), “Macroeconomic Effects of Regulation and Deregulation in Goods and Labor Market,” Quarterly Journal of Economics, 118(3), pp. 879-907.
Brozen, Y., (1974), “Is Advertising a Barrier to Entry?” in Advertising and Society, pp. 79-109, New York: New York University Press.
Butters, G. R., (1976), “A Survey of Advertising and Market Structure,” The American Economic Review, 66(2), pp. 392-397.
Clarke, D. G., (1976), “Econometric Measurement of the Duration of Advertising Effect on Sales,” Journal of Marketing Research, 13(4), pp. 345-347.
Comanor, W. S. and Wilson, T. A., (1967), “Advertising Market Structure and Performance,” Review of Economics and Statistics, 49(4), pp. 423-440.
Demsetz, H., (1982), “Barriers to Entry,” The American Economic Review, 72(1), pp. 45-57.
Devereux, M. B., Head, A. C. and Lapham, B. J., (1993), “Monopolistic Competition, Technology Shocks and Aggregate Fluctuations,” Economics Letters, 41(1), pp. 57-61.
Dixit, A. and Norman, V., (1978), “Advertising and Welfare,” The Bell Journal of Economics, 9(1), pp. 1-17.
Dixon, H., (1987), “A Simple Model of Imperfect Competition with Walrasian Features,” Oxford Economic Papers, 39(1), pp. 134-160.
Grossman, G. M. and Shapiro, C., (1984), “Informative Advertising with Differentiated Products,” The Review of Economic Studies, 51(1), pp. 63-81.
Guo, J. T. and Lansing, K. J., (1999), “Optimal Taxation of Capital Income with Imperfectly Competitive Product Markets,” Journal of Economic Dynamics and Control, 23(7), pp. 967-995.
Lai, C. C., Chin, C. T. and Chang, S. H., (2007), “Vertical Separation versus Vertical Integration in a Macroeconomic Model with Imperfect Competition,” Working Paper.
Lambin, J. J., (1976), Advertising Competition and Market Conduct in Oligopoly over Time, Amsterdam: North-Holland.
Molana, H. and Moutos, T., (1992), “A Note on Taxation, Imperfect Competition and the Balanced Budget Multiplier,” Oxford Economic Papers, 44(1), pp. 68-74.
Nelson, P., (1970), “Information and Consumer Behavior,” The Journal of Political Economy, 78(2), pp. 311-329.
Nelson, P., (1974), “Advertising as Information,” The Journal of Political Economy, 82(4), pp. 729-754.
Nichols, L. M., (1985), “Advertising and Economic Welfare,” The American Economic Review, 75(1), pp. 213-218.
Porter, M. E., (1974), “Consumer Behavior, Retailer Power and Market Performance in Consumer Goods Industries,” The Review of Economics and Statistics, 56(4), pp. 419-436.
Porter, M. E., (1976), “Interbrand Choice, Media Mix and Market Performance,” The American Economic Review, 66(2), pp. 398-406.
Schmalensee, R., (1974), “Brand Loyalty and Barriers to Entry,” Southern Economic Journal, 40(4), pp. 579-588.
Schmalensee, R., (1976), “Advertising and Profitability: Further Implications of the Null Hypothesis,” The Journal of Industrial Economics, 25(1), pp. 45-54.
Schmalensee, R., (1983), “Advertising and Entry Deterrence: An Exploratory Model,” The Journal of Political Economy, 91(4), pp. 636-653.
Spence, A. M., (1980), “Notes on Advertising, Economies of Scale, and Entry Barriers,” The Quarterly Journal of Economics, 95(3), pp. 493-507.
Startz, R., (1989), “Monopolistic Competition as a Foundation for Keynesian Macroeconomic Models,” Quarterly Journal of Economics, 104(4), pp. 737-752.
Thomas, L. A., (1999), “Incumbent Firms’ Response to Entry: Price, Advertising, and New Product Introduction,” International Journal of Industrial Organization, 17(4), pp. 527-555.
Palda, K. S., (1964), The Measurement of Cumulative Advertising Effects, Englewood Cliffs, N.J.: Prentice-Hall.
Weiss, L. W., (1969), “Advertising Profits, and Corporate Taxes,” The Review of Economics and Statistics, 51(4), pp. 421-430.
Wu, J. Z. and Chou, C. F., (2006), “Informative Advertising with Consumer Search,” Academia Economic Papers, 34(3), pp. 301-323. (In Chinese) |
| Description: | 碩士
國立政治大學
經濟研究所
95258023
96 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0095258023 |
| Data Type: | thesis |
| Appears in Collections: | [經濟學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| index.html | 0Kb | HTML2 | 296 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
