Title

Measuring the safety elasticity of advertising

Source of Publication

Applied Economics Letters

Abstract

This article presents theoretical evidence of an inverse relationship between the advertising elasticity of demand and the safety elasticity of advertising. It also finds that under a lower level of safety, advertising expenditure is driven directly by the responsiveness of demand to advertising. © 2009 Taylor & Francis.

Document Type

Article

First Page

1773

Last Page

1776

Publication Date

11-26-2009

DOI

10.1080/13504850701675482

Author First name, Last name, Institution

Jay Squalli, Zayed University

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