ECON 1200 Chapter Notes - Chapter 16: Monopolistic Competition, Marginal Revenue, Perfect Competition

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The monopolistically competitive firm in the short run: monopolistically competitive firm has downward-sloping demand curve & follows monopolist"s rule for profit maximization. The long-run equilibrium: price exceeds marginal cost b/c profit maximization requires marginal revenue=marginal cost & downward-sloping demand curve makes marginal revenue less than price, price=average total cost b/c free entry & exit drive economic profit to 0. Product-variety externality: entry of new firm conveys positive externality on consumers b/c greater variety of goods. Business-stealing externality: entry of new firm causes negative externality on existing firms b/c other firms lose customers & profits to new firm. Advertising as a signal of quality: willingness of firm to spend large amount of money on advertising can signal to consumers about quality of product being advertised. Brand names: advertising closely related to brand names, critics argue that brand names cause consumers to see nonexistent differences, economists argue that brand names provide consumers w/ information about quality.

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