Comparative advertising: disclosing horizontal match information
研究比较广告如何通过披露水平匹配信息影响消费者匹配、价格和福利，发现小企业使用比较广告能帮助消费者，但会降低整体福利。
Improved consumer information about horizontal aspects of products of similar quality leads to better consumer matching but also to higher prices, so consumer surplus can go up or down, while profits rise. With enough quality asymmetry, though, the higher‐quality (and hence larger) firm's price falls with more information, so both effects benefit consumers. This occurs when comparative advertising is used against a large firm by a small one. Comparative advertising, as it imparts more information, therefore helps consumers. Although it also improves the profitability of the small firm, overall welfare goes down because of the large loss to the attacked firm.