EBINA TAKESHI    Department   Undergraduate School  , School of Commerce    Position   Professor
Language	English
Publication Date	2015/03
Type	Academic Journal
Peer Review	Peer reviewed
Title	"State-Dependent Choice Model for TV Programs with Externality: Analysis of Viewing Behavior", Journal of Media Economics
Contribution Type	Co-authored (other than first author)
Journal	Journal of Media Economics
Journal Type	Another Country
Publisher	Taylor & Francis
Volume, Issue, Page	28(1),pp.20-40
Author and coauthor	Keita Kinjo and Takeshi Ebina
Details	This study analyzes TV program content for viewers with respect to the following three properties: primary utility, macro externality, such as the effect of others' past behavior (audience ratings), and state dependence, or the viewer's past actions that determine whether to watch the program. Focusing on the effects of macro externality and state-dependence on viewer behavior, the authors construct a hierarchical Bayesian model and derive an individual utility function. Applying their method to the choice of TV programs in Japan, they estimate the effects of macro externality and state dependence on an individual's viewing behavior, and illustrate the distribution of these effects. The authors find that macro externality has a strong overall effect on the total number of viewers and the state-dependence effect has a slightly positive effect. Moreover, comparing the attributes revealed that male viewers tend to show a lower effect of ratings and higher state dependence than females.