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Memory and Reference Prices: an Application to Rental Choice

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  • Pedro Bordalo
  • Nicola Gennaioli
  • Andrei Shleifer

Abstract

Simonsohn and Loewenstein (SL 2006) present evidence that a household moving from one US city to another tends to pay a rent level that is closer to the city of origin, relative to comparable locals. Building on “Memory, Attention, and Choice” (BGS 2019), we show that these effects emerge from the interaction between memory and attention. In our model, memory is a database of experiences such as rents. The current rent cues recall of past rents, giving rise to a rental norm. A large discrepancy between the current rent and the memory-based norm surprises and attracts the mover’s attention, distorting choice. Thus, when rents in Pittsburgh cue recall of rent experiences in San Francisco, they look surprisingly cheap by comparison, leading the household to spend more. We revisit the SL evidence in light of the model. Besides generating the basic SL findings, our model yields two new predictions, which we test and confirm using 20 additional years of data.

Suggested Citation

  • Pedro Bordalo & Nicola Gennaioli & Andrei Shleifer, 2019. "Memory and Reference Prices: an Application to Rental Choice," NBER Working Papers 25650, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:25650
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    1. Uri Simonsohn & George Loewenstein, 2006. "Mistake #37: The Effect of Previously Encountered Prices on Current Housing Demand," Economic Journal, Royal Economic Society, vol. 116(508), pages 175-199, January.
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    1. Giacoletti, Marco & Parsons, Christopher A., 2022. "Peak-Bust rental spreads," Journal of Financial Economics, Elsevier, vol. 143(1), pages 504-526.
    2. Edika Quispe-Torreblanca & David Hume & John Gathergood & George Loewenstein & Neil Stewart, 2026. "At the Top of the Mind: Peak Prices and the Disposition Effect," Journal of Political Economy Microeconomics, University of Chicago Press, vol. 4(1), pages 265-315.
    3. Jonas Radbruch & Amelie Schiprowski, 2025. "Interview Sequences and the Formation of Subjective Assessments," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 92(2), pages 1226-1256.
    4. Battigalli, Pierpaolo & Generoso, Nicolò, 2024. "Information flows and memory in games," Games and Economic Behavior, Elsevier, vol. 145(C), pages 356-376.
    5. Pedro Bordalo & Nicola Gennaioli & Rafael La Porta & Matthew OBrien & Andrei Shleifer, 2024. "Long-Term Expectations and Aggregate Fluctuations," NBER Macroeconomics Annual, University of Chicago Press, vol. 38(1), pages 311-347.
    6. Xie, Erhao, 2021. "Empirical properties and identification of adaptive learning models in behavioral game theory," Journal of Economic Behavior & Organization, Elsevier, vol. 191(C), pages 798-821.

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    JEL classification:

    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles

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