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Multipart tariffs and bounded rationality: An experimental analysis of mobile phone plan choices

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  • Friesen, Lana
  • Earl, Peter E.

Abstract

Multipart tariff structures add to the computational challenges in choosing mobile phone connection services. We study the quality of decision making in a laboratory environment where consumers only face a small set of mobile phone plan options but have to contend with different degrees of tariff complexity as well as uncertain usage. Our main finding is that simply eliminating the multipart tariff structure does not necessarily lead to better decisions. Rather it is multipart tariffs with included values in excess of monthly fees, thus entailing two-tier pricing structures with increasing marginal costs, which lead to the worst decisions. Knowledgeable participants, who understand mobile phone plan pricing, make significantly better choices.

Suggested Citation

  • Friesen, Lana & Earl, Peter E., 2015. "Multipart tariffs and bounded rationality: An experimental analysis of mobile phone plan choices," Journal of Economic Behavior & Organization, Elsevier, vol. 116(C), pages 239-253.
    • Handle: RePEc:eee:jeborg:v:116:y:2015:i:c:p:239-253
    DOI: 10.1016/j.jebo.2015.04.016
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    References listed on IDEAS

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    Cited by:

    1. Mary-Alice Doyle, 2018. "Consumer Credit Card Choice: Costs, Benefits and Behavioural Biases," RBA Research Discussion Papers rdp2018-11, Reserve Bank of Australia.
    2. Xue, Lian & Sitzia, Stefania & Turocy, Theodore L., 2017. "Mathematics self-confidence and the “prepayment effect” in riskless choices," Journal of Economic Behavior & Organization, Elsevier, vol. 135(C), pages 239-250.

    More about this item

    Keywords

    Complexity; Laboratory experiments; Mobile phone pricing; Nonlinear pricing; Cellular;

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • 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
    • L51 - Industrial Organization - - Regulation and Industrial Policy - - - Economics of Regulation

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