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Price low and then price high or price high and then price low?

Author

Listed:
  • Stefania Sitzia

    (School of Economics and CBESS, University of East Anglia)

  • Daniel John Zizzo

    (Centre for Competition Policy, School of Economics and CBESS, University of East Anglia)

Abstract

The paper presents an experiment testing the hypothesis that, if consumers do not have well defined preferences and as a result their valuation of a new product is shaped by past experiences of prices, it may be more profitable for firms to follow a strategy of pricing high and then lower. We ran an individual choice experiment with a posted offer market setup, where different dynamic pricing strategies were implemented. We find evidence of preference shaping and the profitability of a 'high low' pricing strategy under a wide range of assumptions.

Suggested Citation

  • Stefania Sitzia & Daniel John Zizzo, 2010. "Price low and then price high or price high and then price low?," Working Paper series, University of East Anglia, Centre for Competition Policy (CCP) 2010-08, Centre for Competition Policy, University of East Anglia, Norwich, UK..
    • Handle: RePEc:uea:ueaccp:2010_08
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    References listed on IDEAS

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    Cited by:

    1. Isoni, Andrea & Brooks, Peter & Loomes, Graham & Sugden, Robert, 2016. "Do markets reveal preferences or shape them?," Journal of Economic Behavior & Organization, Elsevier, vol. 122(C), pages 1-16.

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    More about this item

    Keywords

    consumer market; dynamic price strategies; shaping effects; bounded rationality.;
    All these keywords.

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms

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