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A referenciafüggő preferenciák hatása vertikális termékdifferenciálás esetén
[The impact of reference-dependent preferences in vertical product differentiation]

Author

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  • Selei, Adrienn
  • Szécsi, Adél Lilla

Abstract

A tanulmány a gazdasági döntéshozók nem standard preferenciáinak, azon belül is a referenciafüggőségnek és a veszteségkerülésnek a piacelméleti modellek egyensúlyára gyakorolt hatását vizsgálja. A tanulmányban egy olyan viselkedési piacelméleti modellt dolgozunk ki, amely Belleflamme-Peitz [2010] "klasszikus" vertikális termékdifferenciálási modelljén alapul, azonban figyelembe veszi a fogyasztók referenciafüggő preferenciáit és veszteségkerülését is. A duopolpiacon a referenciaár szerepét egy olyan döntéshozó ("hatóság") által javasolt ár tölti be, amely nem feltétlenül törekszik profitmaximalizálásra. A modell alapján arra az eredményre jutunk, hogy egy ilyen ajánlott ár közzététele mindenképpen csökkenti az adott termék piacán az egyensúlyi árakat, valamint a vállalati profitokat, így értelmezhető az árak mérséklésére irányuló stratégiai eszközként. Tehát a referenciaár alkalmas lehet arra, hogy a "hatóság" (például egy ország kormánya) a vállalatokat árversenyre, áraik csökkentésére ösztönözze, ezzel fékezve az inflációt. Ugyanakkor a "hatóság" céljától függ, hogy él-e ezzel a lehetőséggel.

Suggested Citation

  • Selei, Adrienn & Szécsi, Adél Lilla, 2025. "A referenciafüggő preferenciák hatása vertikális termékdifferenciálás esetén [The impact of reference-dependent preferences in vertical product differentiation]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(5), pages 437-464.
    • Handle: RePEc:ksa:szemle:2249
    DOI: 10.18414/KSZ.2025.5.437
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    More about this item

    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure

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