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advertising anticompetitive antitrust damage remedy antitrust enforcement antitrust law antitrust violations assumed assumption behavior brewers brewing industry buyer and seller buyer's probability assessment cartel coefficients competitive output consumer consumer's surplus consumption Coors cost variables damage multiple damage recovery decentralized equilibrium defined derived detection and conviction deter detrebling Econ econometric economies effect efficient damage remedy efficient output endogeneity equilibrium output exogenous factor prices firm's incentive increase indirect utility function informed buyer marginal cost marginal damage marginal revenue market failure market power market share markup maximize monopoly output moral hazard moral hazard problem oligopoly optimal order conditions Ordover Pabst parameters Pareto problem percent preferences are quasi-linear price and quantity product differentiation product failure profit constraint Proposition reliance expenditures residual demand curve residual demand elasticity resource allocation result returns to scale seller's probability assessment Shavell social cost savings solves test statistic Theorem total overcharge damages treble damages vector zero