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Choosing whether to compete: Price and format competition with consumer confusion

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  • Gaudeul, Alexia
  • Crosetto, Paolo

Abstract

We present results from a market experiment where firms with identical products can choose not only their price but also the format of their product. Products with different formats are difficult to compare but products with the same format are directly comparable. Savvy consumers buy the lowest priced of those products with the same format. We find that firms are unlikely to adopt the same format if there are many savvy consumers and firms can observe each other’s decisions. Increases in the number of savvy consumers then lead to higher average prices. We argue that tacit collusion is at the origin of this result. Patterns in the evolution of prices give further support to this hypothesis.

Suggested Citation

  • Gaudeul, Alexia & Crosetto, Paolo, 2016. "Choosing whether to compete: Price and format competition with consumer confusion," VfS Annual Conference 2016 (Augsburg): Demographic Change 145875, Verein für Socialpolitik / German Economic Association.
    • Handle: RePEc:zbw:vfsc16:145875
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    Cited by:

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    2. Gu, Yiquan & Wenzel, Tobias, 2015. "Putting on a tight leash and levelling playing field: An experiment in strategic obfuscation and consumer protection," International Journal of Industrial Organization, Elsevier, vol. 42(C), pages 120-128.
    3. Rasch, Alexander & Thöne, Miriam & Wenzel, Tobias, 2020. "Drip pricing and its regulation: Experimental evidence," Journal of Economic Behavior & Organization, Elsevier, vol. 176(C), pages 353-370.
    4. Mark Armstrong, 2015. "Search and Ripoff Externalities," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 47(3), pages 273-302, November.

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    More about this item

    JEL classification:

    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • D18 - Microeconomics - - Household Behavior - - - Consumer Protection
    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection

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