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Pricing with Cookies: Behavior-Based Price Discrimination and Spatial Competition

Author

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  • Chongwoo Choe

    (Department of Economics, Monash University, Clayton, Victoria 3800, Australia)

  • Stephen King

    (Department of Economics, Monash University, Clayton, Victoria 3800, Australia)

  • Noriaki Matsushima

    (Institute of Social and Economic Research, Osaka University, Ibaraki, Osaka 567-0047, Japan)

Abstract

We present a model of dynamic competition between two firms where firms gather customer information through first-period purchase. This creates asymmetric information in the second period whereby a firm knows more about its own past customers than its competitor does. We examine how the ability to offer personalized prices based on customer information affects prices and profit over the two periods. When product differentiation is exogenously fixed, asymmetric information leads to two asymmetric equilibria where one firm chooses more aggressive pricing to secure a larger first-period market share. When product differentiation is also chosen endogenously, there continue to exist two asymmetric equilibria where one firm chooses more aggressive positioning. The more aggressive firm, whether through pricing or positioning, can force the game to be played to its advantage. But both firms end up worse off compared to when they use simpler pricing strategies or commit to substantial product differentiation.

Suggested Citation

  • Chongwoo Choe & Stephen King & Noriaki Matsushima, 2018. "Pricing with Cookies: Behavior-Based Price Discrimination and Spatial Competition," Management Science, INFORMS, vol. 64(12), pages 5669-5687, December.
  • Handle: RePEc:inm:ormnsc:v:64:y:2018:i:12:p:5669-5687
    DOI: 10.1287/mnsc.2017.2873
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    More about this item

    Keywords

    spatial competition; behavior-based price discrimination; personalized pricing; endogenous product choice;
    All these keywords.

    JEL classification:

    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets

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