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Behavioral Decision-Making: An Application to the Setting of Magazine Subscription Prices

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  • Fiona Scott Morton
  • Sharon Oster

Abstract

Using data from American magazines, we explore the relationship between subscription discounts and magazine characteristics. We focus in particular on those magazine features that might lead time-inconsistent consumers to wish to engage in commitment behavior. We find that for magazines whose payoff is in the future and/or that are meritorious for other reasons, subscription discounts are lower all else equal. This finding suggests that publishers may be able to set subscription prices in order to extract rents from consumers' willingness to tie their own hands in terms of their future reading.

Suggested Citation

  • Fiona Scott Morton & Sharon Oster, 2003. "Behavioral Decision-Making: An Application to the Setting of Magazine Subscription Prices," NBER Working Papers 10120, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:10120
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    References listed on IDEAS

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    1. Klaus Wertenbroch, 1998. "Consumption Self-Control by Rationing Purchase Quantities of Virtue and Vice," Marketing Science, INFORMS, vol. 17(4), pages 317-337.
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    3. Andrew Caplin & John Leahy, 2004. "The Social Discount Rate," Journal of Political Economy, University of Chicago Press, vol. 112(6), pages 1257-1268, December.
    4. Chaudhuri, Ananish & Gangadharan, Lata, 2003. "Gender Differences in Trust and Reciprocity," Working Papers 136, Department of Economics, The University of Auckland.
    5. Brad M. Barber & Terrance Odean, 2001. "Boys will be Boys: Gender, Overconfidence, and Common Stock Investment," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 116(1), pages 261-292.
    6. Niklas Karlsson & George Loewenstein & Jane McCafferty, 2004. "The Economics of Meaning," Nordic Journal of Political Economy, Nordic Journal of Political Economy, vol. 30, pages 61-75.
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    Cited by:

    1. Charles Angelucci & Julia Cagé, 2019. "Newspapers in Times of Low Advertising Revenues," American Economic Journal: Microeconomics, American Economic Association, vol. 11(3), pages 319-364, August.
    2. Nava Ashraf & Dean Karlan & Wesley Yin, 2006. "Tying Odysseus to the Mast: Evidence From a Commitment Savings Product in the Philippines," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 121(2), pages 635-672.

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    More about this item

    JEL classification:

    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
    • L2 - Industrial Organization - - Firm Objectives, Organization, and Behavior

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