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Costly Buyer Search In Laboratory Markets With Seller Advertising

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  • TIMOTHY N. CASON
  • SHAKUN D. MAGO

Abstract

In this experiment, sellers simultaneously choose prices and advertising strategies. Buyers either purchase at an advertised price or search sequentially for other prices. In the unique symmetric equilibrium, sellers charge a high unadvertised price or advertise a price chosen from a lower interval. Increases in search or advertising costs raise equilibrium prices and affect equilibrium advertising intensity. Empirical results are consistent with most comparative static predictions. Sellers, however, price much lower and advertise more intensely than predicted. Consequently, market outcomes more closely resemble a perfect information, Bertrand‐like equilibrium than the imperfect information, mixed strategy equilibrium with significant seller market power.

Suggested Citation

  • Timothy N. Cason & Shakun D. Mago, 2010. "Costly Buyer Search In Laboratory Markets With Seller Advertising," Journal of Industrial Economics, Wiley Blackwell, vol. 58(2), pages 424-449, June.
  • Handle: RePEc:bla:jindec:v:58:y:2010:i:2:p:424-449
    DOI: 10.1111/j.1467-6451.2010.00413.x
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    Cited by:

    1. Jan Potters & Sigrid Suetens, 2013. "Oligopoly Experiments In The Current Millennium," Journal of Economic Surveys, Wiley Blackwell, vol. 27(3), pages 439-460, July.
    2. Bayer, Ralph-C. & Ke, Changxia, 2013. "Discounts and consumer search behavior: The role of framing," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 215-224.
    3. Dmitry Ryvkin & Danila Serra, 2019. "Is More Competition Always Better? An Experimental Study Of Extortionary Corruption," Economic Inquiry, Western Economic Association International, vol. 57(1), pages 50-72, January.
    4. Aurora García-Gallego & Nikolaos Georgantzís & Pedro Pereira & José C. Pernías-Cerrillo, 2005. "Competing Against Simulated Equilibrium Price Dispersions: An Experiment On Internet-Assisted Search Markets," Working Papers 05-12, NET Institute.
    5. Cason, Timothy N. & Datta, Shakun, 2006. "An experimental study of price dispersion in an optimal search model with advertising," International Journal of Industrial Organization, Elsevier, vol. 24(3), pages 639-665, May.

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    More about this item

    JEL classification:

    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets

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