Asymmetric cost pass-through and consumer search: empirical evidence from online platforms

Prices often react stronger to rising than to falling costs. This asymmetric cost pass-through is still not fully understood, but recent theories suggest that asymmetric adjustments of consumers’ search efforts to rising and to falling prices may be one explanation for this pattern. I use novel panel data to investigate the interaction of consumer search intensity, pricing and cost pass-through of residential electricity tariffs on online price comparison sites. I find that consumers search slightly more when prices rise but drastically decrease search efforts when they fall. Moreover, I find direct evidence that cost pass-through heavily depends on consumers’ search efforts in that cost increases are passed-through less to the consumer when search intensity is high while cost decreases are passed-through more when search intensity is high. This finding may help upstream firms to better understand how their price changes will translate into retail price adjustments.