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The Effect of Sales and Evidence from Micro Data

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  • Zi-Yi Guo
  • Yangxiaoteng Luo

Abstract

The concept of menu cost indicates that firms are facing a fixed menu cost when they want to change the nominal prices. However, the standard menu cost model is hardly to explain the observed facts from micro-level data, especially in terms of sales. In this paper, we investigate the effect of sales through a novel product-level dataset. There are at least three findings from our estimation results. First, we find that retail sales themselves, rather than price decreases, have a large effect on consumers¡¯ purchases. Second, consumers are more prices sensitive when the product is on sale than they are when the product is not on sale. Third, consumers are far more aware of price decreases than price increases.

Suggested Citation

  • Zi-Yi Guo & Yangxiaoteng Luo, 2017. "The Effect of Sales and Evidence from Micro Data," Research in World Economy, Research in World Economy, Sciedu Press, vol. 8(1), pages 37-44, June.
    • Handle: RePEc:jfr:rwe111:v:8:y:2017:i:1:p:37-44
    DOI: 10.5430/rwe.v8n1p37
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    References listed on IDEAS

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    5. Emi Nakamura & Jón Steinsson, 2008. "Five Facts about Prices: A Reevaluation of Menu Cost Models," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 123(4), pages 1415-1464.
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    8. מחקר - ביטוח לאומי, 2006. "Summary for 2005," Working Papers 29, National Insurance Institute of Israel.
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    Cited by:

    1. Ilias Georgakopoulos, 2019. "Wealth Effects on Consumption in Malta: Evidence from Household Level Data," Applied Economics and Finance, Redfame publishing, vol. 6(4), pages 28-35, July.
    2. Carol L. Cain & Gary M. Fleischman & Antonio J. Macias & Juan Manuel Sanchez, 2021. "Ethics, Adverse Selection, Target Method of Sale Strategies, and Akerlof’s “Lemons†Problem," Accounting and Finance Research, Sciedu Press, vol. 10(3), pages 1-1, August.
    3. Guo, Zi-Yi, 2017. "Martingale Regressions for a Continuous Time Model of Exchange Rates," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 12(2), pages 40-45.

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