Does Self-regulation of Advertisement Length Improve Consumer Welfare?

Matsubae, Taisuke; Matsushima, Noriaki

Institute of Social and Economic Research Discussion Papers, 2012, 829

アクセス数:208件（2025-05-12 05:56 集計）

固定URL: https://hdl.handle.net/11094/23387

論文情報

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タイトル
Does Self-regulation of Advertisement Length Improve Consumer Welfare?
著者
NRID
1000000823783 1000000823783
著者名
Matsubae, Taisuke
NRID
1000080334879 1000080334879
ORCID
0000-0002-7865-3875 0000-0002-7865-3875
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Scopus Author ID
7005645778 7005645778
著者名
Matsushima, Noriaki
キーワード等
self-regulation
program quality
advertisement volume
consumer surplus
heterogeneous consumer
抄録
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.
出版者
The Institute of Social and Economic Research, Osaka University
収録物名
Institute of Social and Economic Research Discussion Papers
巻(号)
829
刊行年月
2012-01
言語
英語
ハンドルURL
https://hdl.handle.net/11094/23387
関連情報 (references)
URI
https://www.iser.osaka-u.ac.jp/static/resources/docs/dp/2012/DP0829.pdf
アクセス権
metadata only access
カテゴリ
ディスカッション／ワーキング・ペーパー DP/WP
Institute of Social and Economic Research Discussion Papers