Nonlinear pricing with consumer satiation

Hui Xiong and Ying‐Ju Chen

Naval Research Logistics (NRL), 2016, vol. 63, issue 5, 386-400

Abstract: In various scenarios, consumers may become satiated with products, and the degree of satiation is directly associated with their prior experiences. Confronted with consumer satiation, the seller is unable to either identify consumers who have a higher likelihood of being satiated ex ante or distinguish satiated from non‐satiated consumers ex post. Therefore, the seller should address dynamic selling, valuation uncertainty, and quantity decisions, all of which are important operational issues. We consider a two‐period problem in which consumer types are influenced by their prior consumption experiences. Faced with these consumers, the seller intends to optimize quantities and adjust the prices of the products in each period to maximize revenue. We find that the seller may reduce ex ante production quantity as some consumers become satiated. Moreover, the ex ante quantity is first decreasing and then increasing with regard to the satiation rate. Furthermore, two‐period information asymmetries may provide a rationale for upward distortion in quantity when consumer preferences are highly sensitive to first‐period consumption. © 2016 Wiley Periodicals, Inc. Naval Research Logistics 63: 386–400, 2016

Date: 2016
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