虚假广告行为的演化博弈分析

Evolutionary game analysis of the false advertising act

本文利用有限理性条件下演化博弈理论的方法,研究广告商的虚假广告行为的演化规律,建立了广告商之间的对称博弈模型和广告商与监管部门之间的非对称博弈模型,并对所建立的复制动态方程进行局部稳定性分析,得到了广告商与监管部门的决策行为选择演化的条件与路径,在此基础上提出了治理虚假广告的措施.

This paper studied the evolutionary law of the advertisers＇ false advertising act by using method of the evolutionary game theory under condition of the bounded rationality. It established a symmetry game model among the advertisers and an asymmetric game model between the advertisers and the regulator, took an analysis on local stability of the replicator dynamics equations established, obtained the evolutionary condition and path of the behavior selection in decision - making of the advertisers and the regulator, and on this basis proposed measures for managing false advertising.