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Price Competition in a Duopoly Characterized by Positional Effects

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Author Info

  • Evdokia Dritsa

    ()
    (Department of Economics, Athens University of Economics and Business)

  • Eleftherios Zacharias

    ()
    (Department of Economics, Athens University of Economics and Business)

Abstract

We examine the price decisions in a vertically differentiated duopoly where the decision to buy a good depends not only upon the intrinsic utility from consuming it but also upon the social attributes (prestige, uniqueness etc.) associated with its consumption. These social attributes are especially important in vertically differentiated markets. We show that when these attributes are not very strong, if their intensity increases, the profits of both firms increase. However, when these attributes are very important, if their intensity increases, the profits of the firm that offers a lower quality variant increase whereas the profits of the firm that offers the higher quality variant decrease. Our results have implications on the amount of persuasive advertising firms should conduct in such markets.

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Bibliographic Info

Paper provided by NET Institute in its series Working Papers with number 12-21.

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Length: 17 pages
Date of creation: Oct 2012
Date of revision:
Handle: RePEc:net:wpaper:1221

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Web page: http://www.NETinst.org/

Related research

Keywords: Vertical differentiation; positional externalities; snob effect; bandwagon effect.;

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  1. Daniel Krähmer, 2006. "Advertising and Conspicuous Consumption," Journal of Institutional and Theoretical Economics (JITE), Mohr Siebeck, Tübingen, vol. 162(4), pages 661-682, December.
  2. Luca LAMBERTINI & Raimondello ORSINI, 2005. "Positional effects, product quality and regulation in duopoly," Discussion Papers (REL - Recherches Economiques de Louvain) 2005041, Université catholique de Louvain, Institut de Recherches Economiques et Sociales (IRES).
  3. Lambertini, Luca & Orsini, Raimondello, 2002. "Vertically Differentiated Monopoly with a Positional Good," Australian Economic Papers, Wiley Blackwell, vol. 41(2), pages 151-63, June.
  4. Jaskold Gabszewicz, J. & Thisse, J. -F., 1979. "Price competition, quality and income disparities," Journal of Economic Theory, Elsevier, vol. 20(3), pages 340-359, June.
  5. George Deltas & Thanasis Stengos & Eleftherios Zacharias, 2010. "Product Line Pricing in a Vertically Differentiated Oligopoly," Working Paper Series 14_10, The Rimini Centre for Economic Analysis.
  6. Basu, Kaushik, 1987. "Monopoly, quality uncertainty and 'status' goods," International Journal of Industrial Organization, Elsevier, vol. 5(4), pages 435-446.
  7. Cheng Yi-Ling & Peng Shin-Kun & Tabuchi Takatoshi, 2011. "Multiproduct Duopoly with Vertical Differentiation," The B.E. Journal of Theoretical Economics, De Gruyter, vol. 11(1), pages 1-29, August.
  8. Jing, Bing, 2007. "Network externalities and market segmentation in a monopoly," Economics Letters, Elsevier, vol. 95(1), pages 7-13, April.
  9. GRILO, Isabel & SHY, Oz & THISSE, Jacques-François, 1997. "Price competition when consumer behavior is characterized by conformity or vanity," CORE Discussion Papers 1997032, Université catholique de Louvain, Center for Operations Research and Econometrics (CORE).
  10. repec:ebl:ecbull:v:4:y:2008:i:34:p:1-10 is not listed on IDEAS
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