广告产业的负外部性和负内部性及其管制政策分析

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?????????5?????????????6???E?z?????yu(???b?? ??u(?k?b????u(?????(???????F?????????F?????? ??u4 (?7)???????????????C?I???????y?? ?????pu(????????u(????u(??????????u(???y?? ?????m?????????J?????????????Y?????6???????_ ???????????D?6?-???B???J?????M?????????????_ ?I?6?6?r???B?????????????????C?I??u4???C?I?? ???????????Y?????0?M?????Y???????????3???? ???_?_?I?6???6???????M?w?1?-??????u4?????pu(?? lux?????X?]?????????????z????????uEJux?X?k?b?????62007?6(4)?X uE21(??)?????????X???y?X?4?D(?J???c)uEMux?X?A???b?A?????x ?????k?61999?6(38)?X uE3ux3Nelson?6P?X1nformationandConsumerBehaviour[J]?XJournal ofPoliticalEconomy?61970?6(1)?b78?X uE41?f?????X???????X???????????X??????????uEAuxu4????u(?2?? ???X???????????????e??(?c?7??)uECux?X?l???b?????????? 1999?X149?X (?I???a???b???8) AnalysisontheNegativeExternalitiesandInternalitiesandRegulation PolicyoftheAdvertisingIndustry YUANWen-yi (DepartmentofFinanceandPublicAdministration?6HubeiUniversityofEconomies?6WuhanHubei430205?6China) Abstract?bThenegativeexternalitiesandinternalitiesofadvertisingindustryhaveledtomar ketfailureandjeopardized tnsumer'sbenefit?XThenegativeexternalitiesofadvertisingindustrycontainthenegativee xternalitiesoftheexcessiveadver- tlng?6theadvertisingcultureandthenon-valuablegoods7advertising?XThenegativeintem alitiesofadvertisingindustryinclude tl negativeintemalitiesoftheexperiencegoods7advertisingandthecredencegoodsfsadvertising?XInorderto improveadver- ti?blgregulation?6weshouldperfectadvertisinglawsandinstitutions?6strengthentheregulationsystemofadvertising,andcarry outheinstitutionto investigatetherelateddutyofillegaladvertising?X ??s?badvertisingindustry?8negativeexternalities?8negativeinternalities?8governmentregulation ??