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Research Note—Estimating Heterogeneous Price Thresholds

Author

Listed:
  • Nobuhiko Terui

    () (Graduate School of Economics and Management, Tohoku University, Sendai 980-8576, Japan)

  • Wirawan Dony Dahana

    () (Graduate School of Economics, Osaka University, Osaka 560-0043, Japan)

Abstract

A brand choice model with heterogeneous price-threshold parameters is used to investigate a three-regime piecewise-linear stochastic utility function. The model is used to explore the relationships between aspects of consumer price sensitivity and price thresholds using hierarchical Bayes modeling with the Markov chain Monte Carlo (MCMC) method. This study contributes to the modeling literature on discontinuous likelihoods in choice models. The empirical application using our scanner panel data set shows that the reference effect and loss aversion are more marked after price thresholds are taken into heterogeneous price response models. Furthermore, loss aversion is attenuated by using price thresholds than by an aggregate (homogeneity) model without price thresholds.

Suggested Citation

  • Nobuhiko Terui & Wirawan Dony Dahana, 2006. "Research Note—Estimating Heterogeneous Price Thresholds," Marketing Science, INFORMS, vol. 25(4), pages 384-391, 07-08.
  • Handle: RePEc:inm:ormksc:v:25:y:2006:i:4:p:384-391
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    File URL: http://dx.doi.org/10.1287/mksc.1050.0181
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Rajaguru, Rajesh, 2016. "Role of value for money and service quality on behavioural intention: A study of full service and low cost airlines," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 114-122.
    2. Lee, Sokbae & Seo, Myung Hwan, 2008. "Semiparametric estimation of a binary response model with a change-point due to a covariate threshold," Journal of Econometrics, Elsevier, vol. 144(2), pages 492-499, June.
    3. Richards, Timothy J. & Gómez, Miguel I. & Printezis, Iryna, 2014. "Hysteresis, Price Acceptance, and Reference Prices," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 164872, Agricultural and Applied Economics Association.
    4. Richards, Timothy J. & Liaukonyte, Jura & Streletskaya, Nadia A., 2016. "Personalized pricing and price fairness," International Journal of Industrial Organization, Elsevier, vol. 44(C), pages 138-153.
    5. repec:spr:amsrev:v:3:y:2013:i:3:d:10.1007_s13162-013-0041-1 is not listed on IDEAS
    6. Michael Löffler, 2015. "Measuring willingness to pay: do direct methods work for premium durables?," Marketing Letters, Springer, vol. 26(4), pages 535-548, December.
    7. Richards, Timothy & Liaukonyte, Jura & Nadia, Streletskya, 2016. "Personalized Pricing and Price Fairness," 2016 Annual Meeting, July 31-August 2, 2016, Boston, Massachusetts 235809, Agricultural and Applied Economics Association.

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