10. A Simple Theory of Advertising as a Good or Bad

Kapitel in diesem Buch

1. Frontmatter i
2. Preface vii
3. Contents ix
4. PART I. PERSONAL CAPITAL
5. 1. Preferences and Values 1
6. 2. De Gustibus Non Est Disputandum 24
7. 3. A Theory of Rational Addiction 50
8. 4. Rational Addiction and the Effect of Price on Consumption 77
9. 5. An Empirical Analysis of Cigarette Addiction 85
10. 6. Habits, Addictions, and Traditions 118
11. PART II. SOCIAL CAPITAL
12. 7. The Economic Way of Looking at Life 139
13. 8. A Theory of Social Interactions 162
14. 9. A Note on Restaurant Pricing and Other Examples of Social Influences on Price 195
15. 10. A Simple Theory of Advertising as a Good or Bad 203
16. 11. Norms and the Formation of Preferences 225
17. 12. Spouses and Beggars: Love and Sympathy 231
18. Acknowledgments 241
19. References 245
20. Index 259