Televised Consumption: Women,Advertisers and the Early Daytime Television Industry

This article looks at ways in which the US broadcasting and advertising industries conceptualized the female consumer in the immediate Post War period. It explores the emergence of daytime television and discusses broadcasters' views of their predominantly female audience. The article argues that by grasping the underlying principles that were developed in the early daytime television industry, one can gain a better understanding, not only of the manner in which female audience members were addressed in the 1950s, but also, to some extent, of the ways mass media address women today.     

Nonlinear Pricing with Random Participation

The canonical selection contracting programme takes the agent's participation decision as deterministic and finds the optimal contract, typically satisfying this constraint for the worst type. Upon weakening this assumption of known reservation values by introducing independent randomness into the agents' outside options, we find that some of the received wisdom from mechanism design and nonlinear pricing is not robust and the richer model which allows for stochastic participation affords a more general empirical specification. We develop a multi-dimensional methodology for addressing this class of problems, providing two important applications to nonlinear pricing. First, with nonlinear pricing by a monopolist the familiar "no-distortion-at-the-top" result persists, but in tandem with the surprising conclusion that there is either no distortion at the bottom or bunching. Second, in a simple model of product differentiated duopolists competing with nonlinear pricing we show that, generally, the duopoly outcome is qualitatively similar to the monopoly outcome. However, when marginal costs are symmetric and competition is sufficiently intense, distortions disappear and the equilibrium outcome takes a remarkably simple form: efficient quality allocations with cost-plus-fee pricing.     

Selecting equilibria in common agency games

We characterize equilibrium payoffs of a delegated common agency game in a public good context where principals use smooth contribution schedules. We prove that under complete information, payoff vectors of equilibria with truthful schedules coincide with the set of smooth equilibrium payoffs, including non-truthful schedules. We next consider whether the presence of arbitrarily small amounts of asymmetric information is enough to refine this payoff set. Providing that the extensions of the equilibrium schedules beyond the equilibrium point are flatter than truthful schedules, the set of equilibrium payoffs is strictly smaller than the set of smooth (equivalently, truthful) equilibrium payoffs. Interestingly, some forms of asymmetric information do not sufficiently constrain the slopes of the extensions and fail to refine the payoff set. In the case of a uniform distribution of types and arbitrary out-of-equilibrium contributions, the refinement has no bite. If, however, one restricts out-of-equilibrium behavior in a natural way, the refinement is effective. Alternatively, we may consider an exponential distribution with unbounded support (and hence no out-of-equilibrium choices) and we find that the refinement selects a unique equilibrium payoff vector equal to Lindahl prices.As a separate contribution, equilibria with forcing contracts are also considered both under complete and asymmetric information.     

Nonlinear Pricing and Oligopoly

We consider the general problem of price discrimination with nonlinear pricing in an oligopoly setting where firms are spatially differentiated. We characterize the nature of optimal pricing schedules, which in turn depends importantly upon the type of private information the customer possesses–either horizontal uncertainty regarding brand preference or vertical uncertainty regarding quality preference. We show that as competition increases, the resulting quality distortions decrease, as well as price and quality dispersions. Additionally, we indicate conditions under which price discrimination may raise social welfare by increasing consumer surplus through encouraging greater entry.     

Juliann Sivulka,Stronger than Dirt: A Cultural History of Advertising: Personal Hygiene in America, 1875–1940, New York: Humanity Books, 2001

Abstract

In Stronger Than Dirt, Juliann Sivulka explores how concepts of personal hygiene underwent a dramatic change in the United States between 1875 and 1940 and how, during this relatively short period, Americans changed from a group of reluctant bathers—who rarely if ever used soap for personal hygiene—to a nation in love with suds and lavishly outfitted bathrooms.     

Market participation in delegated and intrinsic common‐agency games

We study how competition in nonlinear pricing between two principals (sellers) affects market participation by a privately informed agent (consumer). When participation is restricted to all or nothing (“intrinsic” agency), the agent must choose between both principals' contracts and selecting her outside option. When the agent is afforded the additional possibilities of choosing only one contract (“delegated” agency), competition is more intense. The two games have distinct predictions for participation. Intrinsic agency always induces more distortion in participation relative to the monopoly outcome, and equilibrium allocations are discontinuous for the marginal consumer. Under delegated agency, relative to monopoly, market participation increases (respectively, decreases) when contracting variables are substitutes (respectively, complements) on the intensive margin. Equilibrium allocations are continuous for the marginal consumer and the range of product offerings is identical to both the first‐best and the monopoly outcome.