Generic Advertising in Market Demand

一般性廣告對市場需求的影響

秦銘璟(Ming-Chin Chin) ； Robert D. Weaver

《真理財經學報》 11期 (2004/12) Pp. 37-52

https://doi.org/10.29963/TOJEB.200412.0002

摘要

本文從理論與實證分析的角度探討一般性廣告對需求曲線的影響，進而當市場清結時，均衡價格與數量即可得知。有別於之前文獻只討論線性需求函數，本文著重廣告對非線性需求函數的影響，主張廣告會造成非線性需求曲線的曲度擴大。實證分析以美國牛肉市場為例，期間從1976至1996年。結果發現一般性廣告對美國牛肉市場需求曲線的影響符合本文假設，即需求曲線的曲度增加。此外，本文並建議若配合市場供給可計算市場均衡價量，如此可更完整與正確地評估廣告的效率性。

關鍵字

一般性廣告 ； 需求彈性 ； 價格波動性

並列摘要

This paper reconsiders the impacts of generic advertising on commodity prices induced through demand effects. Rather than considering a simple demand shift, we consider the possibility that advertising leads to a change in curvature of the demand curve. To evaluate this possibility we consider U.S. aggregate demand for beef. Quarterly data from 1976 through 1996 is used. Based on parametric tests, we find evidence consistent with convexity in the demand curve for beef with respect to its own price. Further, we find evidence that the demand elasticity and the convexity of demand are affected by the intensity of generic advertising.

並列關鍵字

Generic advertising ； Demand elasticity ； Habit persistence

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