Propaganda em um duopólio de Cournot com produtos diferenciados e demandas lineares

Júlia Teixeira Oliveira; João Plínio Juchem Neto; Jorge Paulo de Araújo

doi:10.26694/2764-1392.8460

Authors

Júlia Teixeira Oliveira Universidade Federal do Rio Grande do Sul https://orcid.org/0009-0000-8521-1437
João Plínio Juchem Neto Universidade Federal do Rio Grande do Sul https://orcid.org/0000-0002-7640-6539
Jorge Paulo de Araújo Universidade Federal do Rio Grande do Sul https://orcid.org/0000-0003-3803-2377

DOI:

https://doi.org/10.26694/2764-1392.8460

Keywords:

Persuasive advertising, Industrial Organization, Microeconomics, Cournot duopoly, Product differentiation

Abstract

This paper introduces advertising spending in a symmetric Cournot duopoly with differentiated products, demand functions, and linear cost functions, with the aim of analyzing the impact of advertising on equilibrium quantities, prices, and profits. The results demonstrate that advertising spending will have a positive impact on equilibrium variables only if firms are efficient enough, or if the maximum prices consumers are willing to pay for products are high enough in markets with less product differentiation. In addiction, it has also been shown that the greater the efficiency of firms, or the maximum price consumers are willing to pay for the products, the impact of advertising is positive for an increasing range of product differentiation, encompassing all degrees of differentiation at the limit where efficiency goes to infinity.

Author Biographies

Júlia Teixeira Oliveira, Universidade Federal do Rio Grande do Sul

Bacharel em Ciências Econômicas (UFRGS).

João Plínio Juchem Neto, Universidade Federal do Rio Grande do Sul

http://lattes.cnpq.br/4722086991853309

Doutor em Matemática Aplicada pela Universidade Federal do Rio Grande do Sul (UFRGS). Professor no
Departamento de Economia e Relações Internacionais e no Programa de Pós Graduação em Economia da UFRGS.

Jorge Paulo de Araújo, Universidade Federal do Rio Grande do Sul

http://lattes.cnpq.br/5298572214493797

Doutor em Economia pela Universidade Federal do Rio Grande do Sul (UFRGS). Professor no Departamento de Economia e Relações Internacionais da UFRGS.

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