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Buy Baits and Consumer Sophistication: Field Evidence from Instant Rebates

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  • Matthias Rodemeier

Abstract

Are consumers in the marketplace aware of their cognitive limitations? I answer this question in the context of a ubiquitous form of price discrimination: instant rebates that require active redemption. In a large-scale field experiment with a major online retailer, I find that consumers correctly increase demand when the firm offers a redemption reminder, but they fail to reduce demand when the firm increases the hassle required to redeem. Structural estimates reveal that, while consumers are sophisticated about the probability of forgetting to redeem the rebate, they vastly underestimate the hassle of redeeming it by €20 per consumer.

Suggested Citation

  • Matthias Rodemeier, 2025. "Buy Baits and Consumer Sophistication: Field Evidence from Instant Rebates," American Economic Journal: Economic Policy, American Economic Association, vol. 17(2), pages 30-59, May.
    • Handle: RePEc:aea:aejpol:v:17:y:2025:i:2:p:30-59
    DOI: 10.1257/pol.20230358
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    More about this item

    JEL classification:

    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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