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A paradoxical risk aversion effect on the consumers’ demand for quality

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  • David BARDEY

    (Gremaq, Université Toulouse 1)

Abstract

In this article, we consider a demand model for a durable good with unknown quality. The quality of the good is uncertain in the sense that the consumer ignores (ex ante) whether the good will break down or not, higher quality implying a higher probability of survival. Taking into account this uncertainty around the quality, we show that the demand for quality can, paradoxically, decrease when consumers are more risk averse. We prove that this risk aversion effect can disturb the second-order price discrimination policies applied by some firms. We reveal the link between quality demand and self-protection theory.

Suggested Citation

  • David BARDEY, 2004. "A paradoxical risk aversion effect on the consumers’ demand for quality," Discussion Papers (REL - Recherches Economiques de Louvain) 2004015, Université catholique de Louvain, Institut de Recherches Economiques et Sociales (IRES).
    • Handle: RePEc:ctl:louvre:2004015
    as

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    File URL: http://sites.uclouvain.be/econ/DP/REL/2004015.pdf
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    References listed on IDEAS

    as
    1. Kihlstrom, Richard E. & Mirman, Leonard J., 1974. "Risk aversion with many commodities," Journal of Economic Theory, Elsevier, vol. 8(3), pages 361-388, July.
    2. Dionne, Georges & Eeckhoudt, Louis, 1985. "Self-insurance, self-protection and increased risk aversion," Economics Letters, Elsevier, vol. 17(1-2), pages 39-42.
    3. Mussa, Michael & Rosen, Sherwin, 1978. "Monopoly and product quality," Journal of Economic Theory, Elsevier, vol. 18(2), pages 301-317, August.
    4. Kala Krishna & Tor Winston, 2003. "If at First You Don't Succeed: Profits, Prices, and Market Structure in a Model of Quality with Unknowable Consumer Heterogeneity," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 44(2), pages 573-597, May.
    5. GRILO, Isabel & WAUTHY, Xavier, 2000. "Price competition when product quality is uncertain," LIDAM Reprints CORE 1509, Université catholique de Louvain, Center for Operations Research and Econometrics (CORE).
    6. Eeckhoudt, L. & Godfroid, Ph. & Gollier, C., 1997. "Willingness to pay, the risk premium and risk aversion," Economics Letters, Elsevier, vol. 55(3), pages 355-360, September.
    7. S. Baranzoni & P. Bianchi & L. Lambertini, 2000. "Multiproduct Firms, Product Differentiation, and Market Structure," Working Papers 368, Dipartimento Scienze Economiche, Universita' di Bologna.
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    Cited by:

    1. Steffen Zimmermann & Philipp Herrmann & Dennis Kundisch & Barrie R. Nault, 2018. "Decomposing the Variance of Consumer Ratings and the Impact on Price and Demand," Information Systems Research, INFORMS, vol. 29(4), pages 984-1002, December.

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    More about this item

    Keywords

    Vertical differentiation; Risk aversion; Self-protection;
    All these keywords.

    JEL classification:

    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • D82 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Asymmetric and Private Information; Mechanism Design
    • L12 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Monopoly; Monopolization Strategies

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