Sender or Receiver: Who Should Pay to Exchange an Electronic Message?
研究通话外部性（接收方从消息中获益）对定价的影响，分析发送方与接收方付费的福利与利润效果，并探讨定价菜单的优化作用。
We examine the pricing implications of call externalities, the benefits enjoyed by the recipient of a message sent by another user. We show that, with or without a network-profitability constraint, efficient pricing requires consideration of demands, as well as costs. We present conditions under which equal charges for sending and receiving calls maximize welfare and profits. We also present conditions under which the receiving party’s subsidizing the sender maximizes welfare and profits. Finally, we show that menus of pricing options can increase welfare and profits. None of these findings holds in the absence of call externalities.