Uncertainty in Prerelease Advertising

Firms frequently advertise products and services before they are launched. Yet how to best design such advertisements is not well understood. The current article investigates how consumers respond to uncertainty in prerelease advertisements. Across five studies, including both field and lab studies, we first provide evidence for the positive effect of uncertain prerelease advertisements using real consumer behavior on Facebook and YouTube and at the box office. Next, we uncover the mechanism underlying this effect (i.e., inflated outcome expectancies), outline a managerially relevant boundary condition (i.e., the positive effect reverses when a preorder opportunity is offered), and demonstrate that the effect of uncertainty on consumer response differs in prerelease versus postrelease advertisements depending on consumers’ perceived risk. Finally, we discuss implications for marketing research as well as for the design of prerelease advertisements for stimulating prerelease buzz and word of mouth.     

CAP Reforms in the 1990s and their Price and Welfare Implications: The Case of Wheat

We use a nonlinear commodity market model to assess, theoretically and empirically, the impacts of recent reforms of the CAP on prices and economic welfare in the EU. The empirical analysis is based on an aggregate structural econometric model of the EU wheat economy and its links to the rest of the world. Instability issues are also investigated. Impacts of CAP reforms on the variance of domestic and world prices are analysed and a Monte Carlo simulation is used to evaluate uncertainty in the model's welfare computations. Recent reforms led to a net welfare gain within the EU during the period 1993–2000. Additional budgetary costs are less than the welfare gains of consumers and producers. Producers gained as lower price support was overcompensated by additional direct payments.     

A comparison of Ad valorem and per unit taxes in regulated monopolies

This paper compares the output and revenue effects in the rate-of-return regulated monopoly model. Both the ad valorem and the unit tax generally decrease the use of capital, and as such, reduce the output and raise the price. In addition, it is shown that Suits and Musgrave's conclusion of higher revenue of an ad valorem tax at a given output can apply to a regulated monopolist if the marginal product of labor under the ad valorem tax is greater than or equal to that under the unit tax. Similarly, their second conclusion, that for a given tax revenue an ad valorem tax has a larger output than a unit tax rate before the revenue-maximizing tax rate, can also apply to the regulated monopolist.     

Book Reviews

R.J. May and W.J. O'Malley (eds), Observing Change in Asia. Essays in Honour of J.A.C. Mackie, Bathurst: Crawford House Press, 1989, pp. 265. Paper: A$20.00.

Michael R. Dove (ed.), The Real and Imagined Role of Culture in Development: Case Studies from Indonesia, Honolulu: University of Hawaii Press, 1988. US$ 32.00.

Fukuo Ueno, Desa Cimahi: Analysis of a Village on Java during the Japanese Occupation (1943), Rotterdam: Comparative Asian Studies Programme (GASP), Erasmus University, 1988, pp. 291 + xi.

Sritua Arief and Adi Sasono, Modal Asing, Beban Hutang Luar Negeri dan Ekonomi Indonesia, Jakarta: LSP dan UI Press, 1987, pp. 69 + xix.

BRIEFLY NOTED: World Bank, World Debt Tables 1989–90, 2 Vols, Washington Dc, 1989.

Mohan Munasinghe, Energy Analysis and Policy, London: Butterworths, 1990, pp. 315 + xx; Electric Power Economics, London: Butterworths, 1990, pp. 323 + xviii.     

Regulating Availability with Demand Uncertainty

Abstract. I evaluate a new German regulation that requires retail discounters to guarantee the availability of their products in bargain sales. The regulation is meant to prevent loss leaders. Retailers undermine the regulation's rationale by claiming that rationing is due to demand uncertainty. This paper shows that under demand uncertainty the regulation has ambiguous welfare effects. Effectively, it raises production, which, under imperfect competition, tends to be beneficial. However, the regulation overshoots and decreases welfare if it requires availability for a state of high demand that is relatively unlikely. In this case more sophisticated regulation is required.