G2TT
来源类型Discussion paper
规范类型论文
来源IDDP9327
DP9327 Discount Pricing
Mark Armstrong; Yongmin Chen
发表日期2013-02-03
出版年2013
语种英语
摘要We investigate the marketing practice of framing a price as a discount from an earlier price. We discuss two reasons why a discounted price---rather than a merely low price---can make a consumer more willing to purchase. First, a high initial price can indicate the product is high quality. Second, a high initial price can signal a bargain relative to other options, and there is less incentive to search. We also discuss a behavioral model where the propensity to buy increases when others pay more. A seller has an incentive to offer false discounts, where the initial price is exaggerated.
主题Industrial Organization
关键词Consumer protection Consumer search False advertising Price discrimination Reference dependence
URLhttps://cepr.org/publications/dp9327
来源智库Centre for Economic Policy Research (United Kingdom)
资源类型智库出版物
条目标识符http://119.78.100.153/handle/2XGU8XDN/538163
推荐引用方式
GB/T 7714
Mark Armstrong,Yongmin Chen. DP9327 Discount Pricing. 2013.
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