When e-mail becomes junk mail: The welfare implications of the advancement of communications technology |
| |
Authors: | Daniel R Shiman |
| |
Institution: | 1. Department of Economics, SUNY-Oswego, State University of New York-Oswego, 13126, Oswego, NY, U.S.A.
|
| |
Abstract: | This paper examines the negative externality imposed by a direct marketing firm on the consumers who must spend time reading and processing the advertising they receive from that firm. A model is developed to show that with low communication costs, a firm would send out more unsolicited advertising messages than would be desired by consumers and a social welfaremaximizing planner. The optimal Pigovian tax to eliminate the problem of excessive message sending is then derived. The extent of the problem in a number of media, including direct mail, telemarketing, and the Internet, is briefly examined. |
| |
Keywords: | |
本文献已被 SpringerLink 等数据库收录! |
|