東京大学社会科学研究所

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『社会科学研究』第56巻第3・4合併号

Brand Names : Markets for Envy and Prestige
HINNEBUSCH Georginna, SASAKI Dan

Keywords: vertical differentiation, price discrimination, wealth distribution, monopoly pricing,

abstract

Brand products and their non-brand substitutes are ofttimes vertically differentiated more than their material quality differential due to social contexts. Consumers of a brand product may extract utility either by being envied for affording it, in which case their utility is a function of how many others cannot afford it, or by signalling their wealth, in which case their utility is a function of the average wealth of all who consume it. In each of these two cases we analyse qualitatively the brand monopolist's underor over-pricing incentives as opposed to socially optimal pricing.

社會科學研究 第56巻 第3・4合併号(2005-03-10発行)

(更新日: 2012年 11月 2日)