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Competition under Consumer Loss Aversion

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  • Karle, Heiko
  • Peitz, Martin

Abstract

We address the effect of contextual consumer loss aversion on firm strategy in imperfect competition. Consumers are fully informed about match value and price at the moment of purchase. However, some consumers are initially uninformed about their tastes and form a reference point consisting of an expected match—value and price distribution, while others are perfectly informed all the time. We show that, in duopoly, a larger share of informed consumers leads to a less competitive outcome if the asymmetry between firms is sufficiently large and that narrowing the set of products which consumers consider leads to a more competitive outcome.

Suggested Citation

  • Karle, Heiko & Peitz, Martin, 2012. "Competition under Consumer Loss Aversion," Working Papers 12-08, University of Mannheim, Department of Economics.
  • Handle: RePEc:mnh:wpaper:31642
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    Cited by:

    1. Herweg, Fabian, 2013. "The expectation-based loss-averse newsvendor," Economics Letters, Elsevier, vol. 120(3), pages 429-432.
    2. Heiko Karle & Georg Kirchsteiger & Martin Peitz, 2015. "Loss Aversion and Consumption Choice: Theory and Experimental Evidence," American Economic Journal: Microeconomics, American Economic Association, vol. 7(2), pages 101-120, May.
    3. Flores-Fillol, Ricardo & Iozzi, Alberto & Valletti, Tommaso, 2014. "Platform pricing and consumer foresight: The case of airports," Working Papers 2072/242278, Universitat Rovira i Virgili, Department of Economics.
    4. Yuta KITTAKA, 2018. "Multiproduct Firms, Consumer Search, and Demand Heterogeneity," ISER Discussion Paper 1024, Institute of Social and Economic Research, Osaka University.
    5. Karle, Heiko & Peitz, Martin, 2017. "De-targeting: Advertising an assortment of products to loss-averse consumers," European Economic Review, Elsevier, vol. 95(C), pages 103-124.
    6. Jean-Michel Benkert, 2015. "Bilateral trade with loss-averse agents," ECON - Working Papers 188, Department of Economics - University of Zurich, revised Sep 2016.
    7. Michael Grubb, 2015. "Behavioral Consumers in Industrial Organization: An Overview," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 47(3), pages 247-258, November.
    8. Yusufcan Masatlioglu & Collin Raymond, 2016. "A Behavioral Analysis of Stochastic Reference Dependence," American Economic Review, American Economic Association, vol. 106(9), pages 2760-2782, September.
    9. Elizabeth Bailey, 2015. "Behavioral Economics and U.S. Antitrust Policy," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 47(3), pages 355-366, November.
    10. Gerasimou, Georgios & Papi, Mauro, 2015. "Oligopolistic Competition with Choice-Overloaded Consumers," MPRA Paper 68509, University Library of Munich, Germany.
    11. Fabian Herweg & Heiko Karle & Daniel Müller, 2014. "Incomplete Contracting, Renegotiation, and Expectation-Based Loss Aversion," CESifo Working Paper Series 4687, CESifo Group Munich.
    12. Antonio Rosato, 2016. "Selling substitute goods to loss-averse consumers: limited availability, bargains, and rip-offs," RAND Journal of Economics, RAND Corporation, vol. 47(3), pages 709-733, August.
    13. Rosato, Antonio, 2017. "Sequential negotiations with loss-averse buyers," European Economic Review, Elsevier, vol. 91(C), pages 290-304.
    14. repec:eee:gamebe:v:104:y:2017:i:c:p:681-705 is not listed on IDEAS
    15. repec:eee:indorg:v:56:y:2018:i:c:p:49-77 is not listed on IDEAS
    16. repec:spr:etbull:v:6:y:2018:i:1:d:10.1007_s40505-017-0124-5 is not listed on IDEAS
    17. Courty, Pascal & Nasiry, Javad, 2015. "Loss Aversion and the Uniform Pricing Puzzle for Vertically Differentiated Products," CEPR Discussion Papers 10523, C.E.P.R. Discussion Papers.
    18. Azar, Ofer H., 2013. "Competitive strategy when consumers are affected by reference prices," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 327-340.
    19. Simon Dato & Andreas Grunewald & Daniel Müller, 2015. "Expectation-Based Loss Aversion and Strategic Interaction," Bonn Econ Discussion Papers bgse02_2015, University of Bonn, Germany.
    20. Tode, Christian, 2016. "Offering Energy Efficiency under Imperfect Competition and Consumer Inattention," EWI Working Papers 2016-6, Energiewirtschaftliches Institut an der Universitaet zu Koeln (EWI).
    21. Dato, Simon & Müller, Daniel & Grunewald, Andreas, 2015. "Expectation-Based Loss Aversion and Strategic Interaction," Annual Conference 2015 (Muenster): Economic Development - Theory and Policy 112947, Verein für Socialpolitik / German Economic Association.
    22. Sophie Bienenstock, 2016. "Consumer education: why the market doesn’t work," European Journal of Law and Economics, Springer, vol. 42(2), pages 237-262, October.
    23. repec:eee:eecrev:v:101:y:2018:i:c:p:330-353 is not listed on IDEAS

    More about this item

    Keywords

    Contextual loss aversion ; reference-dependent utility ; behavioral industrial organization ; imperfect competition ; product differentiation;

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • L41 - Industrial Organization - - Antitrust Issues and Policies - - - Monopolization; Horizontal Anticompetitive Practices
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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