If advertising by an individual firm does not add to total industry sales but merely attracts sales from other firms, firms would be better off not to advertise it pays one firm to advertise if the others do not advertising is like a prisoner's dilemma the worst situation is for every firm to advertise all of the above

Microeconomic Theory
12th Edition
ISBN:9781337517942
Author:NICHOLSON
Publisher:NICHOLSON
Chapter15: Imperfect Competition
Section: Chapter Questions
Problem 15.3P
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If advertising by an individual firm does not add to total industry sales but merely attracts sales from other firms,

firms would be better off not to advertise it pays one firm to advertise if the others do not

advertising is like a prisoner's dilemma the worst situation is for every firm to advertise

all of the above 

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