| 来源类型 | Discussion paper |
| 规范类型 | 论文 |
| 来源ID | DP9327 |
| 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 |
| URL | https://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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