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Why Suggest Non‐Binding Retail Prices?

Author

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  • CLEMENS PUPPE
  • STEPHANIE ROSENKRANZ

Abstract

We provide a simple behavioral explanation of why manufacturers frequently announce non-binding suggested retail prices for their products. Our model is based on the assumption that once the actual price for a product exceeds its suggested retail price, the marginal propensity to consume suddenly jumps downward. This property of individual demand corresponds to Kahneman and Tversky’s concept of loss aversion. We show that it may induce a monopolistic retailer to set the price equal to the suggested retail price in equilibrium, although the latter price is nonbinding. This, in turn, leads to a shift of profits from the retailer to the manufacturer.
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Suggested Citation

  • Clemens Puppe & Stephanie Rosenkranz, 2011. "Why Suggest Non‐Binding Retail Prices?," Economica, London School of Economics and Political Science, vol. 78(310), pages 317-329, April.
    • Handle: RePEc:bla:econom:v:78:y:2011:i:310:p:317-329
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    Cited by:

    1. Lisa Bruttel, 2018. "The Effects of Recommended Retail Prices on Consumer and Retailer Behaviour," Economica, London School of Economics and Political Science, vol. 85(339), pages 649-668, July.
    2. Dmitry Lubensky, 2017. "A model of recommended retail prices," RAND Journal of Economics, RAND Corporation, vol. 48(2), pages 358-386, May.
    3. Halbheer, Daniel & Bertini, Marco & Buehler, Stefan, 2018. "Consumer Resistance," HEC Research Papers Series 1251, HEC Paris, revised 16 Feb 2018.
    4. Haan, Marco A. & Heijnen, Pim & Obradovits, Martin, 2023. "Competition with list prices," Games and Economic Behavior, Elsevier, vol. 140(C), pages 502-528.
    5. De los Santos, Babur & Kim, In Kyung & Lubensky, Dmitry, 2018. "Do MSRPs decrease prices?," International Journal of Industrial Organization, Elsevier, vol. 59(C), pages 429-457.
      • Babur De los Santos & In Kyung Kim & Dmitry Lubensky, 2013. "Do MSRPs Decrease Prices?," Working Papers 2013-13, Indiana University, Kelley School of Business, Department of Business Economics and Public Policy.
    6. Mark Armstrong & Yongmin Chen, 2020. "Discount Pricing," Economic Inquiry, Western Economic Association International, vol. 58(4), pages 1614-1627, October.
    7. Selei, Adrienn & Szécsi, Adél Lilla, 2025. "A referenciafüggő preferenciák hatása vertikális termékdifferenciálás esetén [The impact of reference-dependent preferences in vertical product differentiation]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(5), pages 437-464.
    8. Lisa Bruttel, 2014. "The Effects of Non-binding Retail-price Recommendations on Consumer and Retailer Behavior," TWI Research Paper Series 93, Thurgauer Wirtschaftsinstitut, Universität Konstanz.
    9. Buratto, Alessandra & Cesaretto, Rudy & De Giovanni, Pietro, 2019. "Consignment contracts with cooperative programs and price discount mechanisms in a dynamic supply chain," International Journal of Production Economics, Elsevier, vol. 218(C), pages 72-82.
    10. Stefan Buehler & Dennis L. Gärtner, 2013. "Making Sense of Nonbinding Retail-Price Recommendations," American Economic Review, American Economic Association, vol. 103(1), pages 335-359, February.
    11. Fabrizi, Simona & Lippert, Steffen & Puppe, Clemens & Rosenkranz, Stephanie, 2016. "Manufacturer suggested retail prices, loss aversion and competition," Journal of Economic Psychology, Elsevier, vol. 53(C), pages 141-153.
    12. Kris De Jaegher, 2019. "Strategic framing to influence clients’ risky decisions," Theory and Decision, Springer, vol. 86(3), pages 437-462, May.

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