- Published Online:
- 2015-07-09
- Published in Print:
- 2016-06-01
- Citation Information:
- Forum for Health Economics & Policy, Volume 19, Issue 1, Pages 1–22, eISSN 1558-9544, ISSN 2194-6191, DOI: https://doi.org/10.1515/fhep-2014-0019.
©2016 by De Gruyter.
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Subject Areas
Architecture and Design
Arts
Asian and Pacific Studies
Business and Economics
Chemistry
Classical and Ancient Near Eastern Studies
Computer Sciences
Cultural Studies
Engineering
General Interest
Geosciences
History
Industrial Chemistry
Islamic and Middle Eastern Studies
Jewish Studies
Law
Library and Information Science, Book Studies
Life Sciences
Linguistics and Semiotics
Literary Studies
Materials Sciences
Mathematics
Medicine
Music
Pharmacy
Philosophy
Physics
Social Sciences
Sports and Recreation
Theology and Religion
Abstract
Motivated by current topics in health economics, we apply the theory of salience to consumer policy. If a government intends to encourage healthier diets without harming consumers by raising taxes, it could initiate information campaigns which focus consumers’ attention either on the healthiness of one item or the unhealthiness of the other item. According to our approach, both campaigns work, but it is more efficient to proclaim the unhealthiness of one product in order to present it as a “ bad.” Our findings imply that comparative advertisement is particularly efficient for entrant firms into established markets.
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©2016 by De Gruyter.
