DP6663 Price Variation Antagonism and Firm Pricing Policies
|Author(s):||Pascal Courty, Mario Pagliero|
|Publication Date:||January 2007|
|Keyword(s):||Consumer demand, Fairness, Responsive pricing|
|JEL(s):||D01, D12, L86|
|Programme Areas:||Industrial Organization|
|Link to this Page:||cepr.org/active/publications/discussion_papers/dp.php?dpno=6663|
Pricing schemes that vary prices in response to demand shocks may antagonize consumers and reduce demand. At the same time, consumers may take advantage of the opportunities offered by price changes. Overall, the net impact of varying price on demand is ambiguous. We investigate the issue empirically, exploiting a unique dataset from a firm that has experimented with different pricing schemes. Each scheme is characterized by how much prices respond to demand variations. Holding average price and other variables constant, we find that demand is higher when prices vary more. The evidence suggests that the antagonism effect cannot be first order.