The current debate over the economics of advertising has long focused on two questions. The first concerns the impact of advertising on the relative positions of large and small firms in an industry and thereby on the state of competition. The second examines the role of advertising on consumer purchasing decisions over broad consumption categories. Comanor and Wilson use the modern tools of economic theory and statistics to build and test their hypotheses, and contribute important analytical and empirical evidence on the key issues.

The authors find that consumer decisions are affected substantially by the volume of advertising. Indeed, advertising is a weightier factor than relative prices. Their conclusions surely contribute to the nervousness long felt by economists over the use of consumer preferences to evaluate the welfare implications of resource allocation.

The sacred landscape of imperial China was dotted with Buddhist monasteries, Daoist temples, shrines to local deities, and the altars of the mandarinate. Prominent among the official shrines were the temples in every capital throughout the empire devoted to the veneration of Confucius. Twice a year members of the educated elite and officials in each area gathered to offer sacrifices to Confucius, his disciples, and the major scholars of the Confucian tradition.

The worship of Confucius is one of the least understood aspects of Confucianism, even though the temple and the cult were highly visible signs of Confucianism's existence in imperial China. To many modern observers of traditional China, the temple cult is difficult to reconcile with the image of Confucianism as an ethical, humanistic, rational philosophy. The nine essays in this book are an attempt to recover the meaning and significance of the religious side of Confucianism. Among other subjects, the authors analyze the social, cultural, and political meaning attached to the cult; its history; the legends, images, and rituals associated with the worship of Confucius; the power of the descendants of Confucius, the main temple in the birthplace of Confucius; and the contemporary fate of temples to Confucius.