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Price Discrimination and Fairness Concerns

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  • Englmaier, Florian
  • Gratz, Linda
  • Reisinger, Markus

Abstract

We analyze the profitability of third degree price discrimination under consideration of consumers' fairness concerns within an experiment and explain the results within a theoretical framework. We find that with an increase in the price differential negative reciprocal reactions by disadvantaged consumers become stronger compared to positive reciprocal reactions by advantaged consumers. Consequently, the profit maximizing price differential lies below the one predicted to be optimal by standard theory. Further, profitability increases when consumers who are regarded as poorer are charged lower prices compared to when the wealth of the different consumer groups is unknown.

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Bibliographic Info

Paper provided by University of Munich, Department of Economics in its series Discussion Papers in Economics with number 12735.

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Date of creation: Feb 2012
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Handle: RePEc:lmu:muenec:12735

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Keywords: price discrimination; reciprocal fairness; inequity aversion; experimental economics;

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  1. Franciosi, Robert & Kujal, Praveen & Deng, G. & Michelitsch, R. & Smith, V., 2000. "Fairness: Effect on Temporary and Equilibrium Prices in Posted Offer Markets," Open Access publications from Universidad Carlos III de Madrid info:hdl:10016/5355, Universidad Carlos III de Madrid.
  2. Shor, Mikhael & Oliver, Richard L., 2006. "Price discrimination through online couponing: Impact on likelihood of purchase and profitability," Journal of Economic Psychology, Elsevier, vol. 27(3), pages 423-440, June.
  3. Greiner, Ben, 2004. "An Online Recruitment System for Economic Experiments," MPRA Paper 13513, University Library of Munich, Germany.
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