Price lower and then higher or price higher and then lower?

被引：8
|
作者：
Sitzia, Stefania [1 ]
Zizzo, Daniel John [1 ,2 ]
机构：
[1] Univ E Anglia, Sch Econ, CBESS, Norwich NR4 7TJ, Norfolk, England
[2] Univ E Anglia, CCP, Norwich NR4 7TJ, Norfolk, England
来源：
JOURNAL OF ECONOMIC PSYCHOLOGY | 2012年 / 33卷 / 06期
关键词：
UNCERTAINTY; STRATEGY; CURVES;
D O I：
10.1016/j.joep.2012.07.006
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The paper presents an experiment testing the hypothesis that, if consumers' valuation of a product is shaped by past experiences of prices, it may be more profitable for firms to follow the opposite strategy of pricing higher and then lower. We ran an individual choice experiment with a posted offer market setup, where different dynamic pricing strategies were implemented. Anchoring to the past two prices under simple rules can describe the behavior of 3 out of 4 subjects. We find evidence of preference shaping and the profitability of a 'high low' pricing strategy under a wide range of assumptions. (C) 2012 Elsevier B.V. All rights reserved.
引用
收藏
页码：1084 / 1099
页数：16
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