Optimal strategy of multi-product retailers with relative thinking and reference prices

Ofer Azar

International Journal of Industrial Organization, 2014, vol. 37, issue C, 130-140

Abstract: Experimental evidence suggests that consumers are affected by reference prices and by relative price differences (“relative thinking”). A linear-city model of two retailers that sell two goods suggests how this consumer behavior affects firm strategy and market outcomes. A simple model analyzes the case in which all consumers want to buy both goods. An extended version adds consumers who want only one good. Relative thinking leads firms to increase the markup on the good with the higher reference price and decrease the markup on the other good, possibly to a negative markup. Stronger relative thinking increases the firms' profits.

Keywords: Behavioral economics; Relative thinking; Heuristics and biases; Competitive strategy; Loss leaders; Retailing (search for similar items in EconPapers)
JEL-codes: D11 D43 L13 M20 M31 (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

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Related works:
Working Paper: OPTIMAL STRATEGY OF MULTI-PRODUCT RETAILERS WITH RELATIVE THINKING AND REFERENCE PRICES (2013)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:indorg:v:37:y:2014:i:c:p:130-140

DOI: 10.1016/j.ijindorg.2014.08.008

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