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Curious about the price? Consumers’ behavior in price reveal auctions

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  • Andrea Gallice
  • Giuseppe Sorrenti

Abstract

We exploit some specific features of a peculiar online selling mechanism, the so-called price reveal auctions, to empirically investigate how consumers’ behaviour changes in response to an item’s ‘social attributes.’ We document a significant effect of the item’s brand and portability in influencing consumers’ willingness to pay. We show that, although both characteristics have some explanatory power when considered in isolation, it is their interaction that really matters.

Suggested Citation

  • Andrea Gallice & Giuseppe Sorrenti, 2022. "Curious about the price? Consumers’ behavior in price reveal auctions," Applied Economics Letters, Taylor & Francis Journals, vol. 29(9), pages 831-834, May.
    • Handle: RePEc:taf:apeclt:v:29:y:2022:i:9:p:831-834
    DOI: 10.1080/13504851.2021.1893263
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    References listed on IDEAS

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    1. Gallice Andrea, 2016. "Price Reveal Auctions," The B.E. Journal of Theoretical Economics, De Gruyter, vol. 16(2), pages 485-514, June.
    2. Brennan C. Platt & Joseph Price & Henry Tappen, 2010. "Pay-to-Bid Auctions," NBER Working Papers 15695, National Bureau of Economic Research, Inc.
    3. Johansson-Stenman, Olof & Martinsson, Peter, 2006. "Honestly, why are you driving a BMW?," Journal of Economic Behavior & Organization, Elsevier, vol. 60(2), pages 129-146, June.
    4. Andrea Gallice, 2009. "Lowest Unique Bid Auctions with Signals," Carlo Alberto Notebooks 112, Collegio Carlo Alberto, revised Sep 2009.
    5. Krishna, Vijay, 2009. "Auction Theory," Elsevier Monographs, Elsevier, edition 2, number 9780123745071.
    6. Harold Houba & Dinard Laan & Dirk Veldhuizen, 2011. "Endogenous entry in lowest-unique sealed-bid auctions," Theory and Decision, Springer, vol. 71(2), pages 269-295, August.
    7. Robert Östling & Joseph Tao-yi Wang & Eileen Y. Chou & Colin F. Camerer, 2011. "Testing Game Theory in the Field: Swedish LUPI Lottery Games," American Economic Journal: Microeconomics, American Economic Association, vol. 3(3), pages 1-33, August.
    8. Rege, Mari, 2008. "Why do people care about social status?," Journal of Economic Behavior & Organization, Elsevier, vol. 66(2), pages 233-242, May.
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    1. Gallice Andrea, 2016. "Price Reveal Auctions," The B.E. Journal of Theoretical Economics, De Gruyter, vol. 16(2), pages 485-514, June.

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    More about this item

    JEL classification:

    • D44 - Microeconomics - - Market Structure, Pricing, and Design - - - Auctions
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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