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Hysteresis, Price Acceptance, and Reference Prices

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  • Timothy J. Richards
  • Miguel I. Gómez
  • Iryna Printezis

Abstract

The existence of price thresholds in grocery retailing is well-documented. Most authors explain the existence of price thresholds using Assimilation-Contrast Theory, Adaptation Level Theory, or Prospect Theory. However, each of these theories is untenable if consumers are believed to behave rationally. We offer a theoretical explanation grounded in Real Options Theory (ROT) and economic hysteresis. We test the ROT hypothesis against three plausible alternatives using a maximum likelihood friction model that we augment for unobserved heterogeneity. Our findings support the ROT hypothesis, and suggest that the existence of price thresholds in aggregate data are driven by a common recognition of real option values, which do not disappear with the inclusion of consumer heterogeneity.

Suggested Citation

  • Timothy J. Richards & Miguel I. Gómez & Iryna Printezis, 2016. "Hysteresis, Price Acceptance, and Reference Prices," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 98(3), pages 679-706.
    • Handle: RePEc:oup:ajagec:v:98:y:2016:i:3:p:679-706.
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    Cited by:

    1. Atle Oglend & Frank Asche & Hans‐Martin Straume, 2022. "Estimating Pricing Rigidities in Bilateral Transactions Markets," American Journal of Agricultural Economics, John Wiley & Sons, vol. 104(1), pages 209-227, January.
    2. Vincenzina Caputo & Jayson L Lusk & Rodolfo M Nayga, 2020. "Am I Getting a Good Deal? Reference‐DependentDecision Making When the Reference Price Is Uncertain," American Journal of Agricultural Economics, John Wiley & Sons, vol. 102(1), pages 132-153, January.
    3. Ferraro, Carla R. & Danaher, Tracey S. & Danaher, Peter J. & Sands, Sean J., 2017. "The Magnitude of Change Effect in Store Remodeling," Journal of Retailing, Elsevier, vol. 93(4), pages 440-457.
    4. Kalyanaram, Gurumurthy & Winer, Russell S., 2022. "Behavioral response to price: Data-based insights and future research for retailing," Journal of Retailing, Elsevier, vol. 98(1), pages 46-70.

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