Advertising And Differentiated Products (advances In Applied Microeconomics, Vol. 10)


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ADVERTISING AND DIFFERENTIATED PRODUCTS ADVANCES IN APPLIED MICROECONOMICS Series Editor: Michael R. Baye ADVANCES IN APPLIED MICROECONOMICS VOLUME 10 ADVERTISING AND DIFFERENTIATED PRODUCTS EDITED BY MICHAEL R. BAYE Bert Elwert Professor of Business Economics & Public Policy, Kelly School of Business, Indiana University, USA JON P. NELSON Professor of Economics, Department of Economics, Pennsylvania State University, USA 2001 JAI An Imprint of Elsevier Science Amsterdam – London – New York – Oxford – Paris – Shannon – Tokyo ELSEVIER SCIENCE Ltd The Boulevard, Langford Lane Kidlington, Oxford OX5 1GB, UK © 2001 Elsevier Science Ltd. All rights reserved. This work is protected under copyright by Elsevier Science, and the following terms and conditions apply to its use: Photocopying Single photocopies of single chapters may be made for personal use as allowed by national copyright laws. Permission of the Publisher and payment of a fee is required for all other photocopying, including multiple or systematic copying, copying for advertising or promotional purposes, resale, and all forms of document delivery. Special rates are available for educational institutions that wish to make photocopies for non-profit educational classroom use. Permissions may be sought directly from Elsevier Science Global Rights Department, PO Box 800, Oxford OX5 1DX, UK; phone: ( + 44) 1865 843830, fax: ( + 44) 1865 853333, e-mail: [email protected] You may also contact Global Rights directly through Elsevier’s home page (http://www.elsevier.nl), by selecting ‘Obtaining Permissions’. In the USA, users may clear permissions and make payments through the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, USA; phone: ( + 1) (978) 7508400, fax: ( + 1) (978) 7504744, and in the UK through the Copyright Licensing Agency Rapid Clearance Service (CLARCS), 90 Tottenham Court Road, London W1P 0LP, UK; phone: ( + 44) 207 631 5555; fax: ( + 44) 207 631 5500. Other countries may have a local reprographic rights agency for payments. Derivative Works Tables of contents may be reproduced for internal circulation, but permission of Elsevier Science is required for external resale or distribution of such material. Permission of the Publisher is required for all other derivative works, including compilations and translations. Electronic Storage or Usage Permission of the Publisher is required to store or use electronically any material contained in this work, including any chapter or part of a chapter. Except as outlined above, no part of this work may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior written permission of the Publisher. Address permissions requests to: Elsevier Science Global Rights Department, at the mail, fax and e-mail addresses noted above. Notice No responsibility is assumed by the Publisher for any injury and/or damage to persons or property as a matter of products liability, negligence or otherwise, or from any use or operation of any methods, products, instructions or ideas contained in the material herein. Because of rapid advances in the medical sciences, in particular, independent verification of diagnoses and drug dosages should be made. First edition 2001 Library of Congress Cataloging in Publication Data A catalog record from the Library of Congress has been applied for. British Library Cataloguing in Publication Data A catalogue record from the British Library has been applied for. ISBN: 0-7623-0823-0 ∞ The paper used in this publication meets the requirements of ANSI/NISO Z39.48-1992 (Permanence of 䊊 Paper). Printed in