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Consumer Behavior and Firm Volatility

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  • DAVID R. MUNRO

Abstract

Dispersion in firm‐level growth rates rises during recessions. To date, this has been explained through mechanisms on the firms' side of the economy. In this paper, I show that countercyclical dispersion can arise from changes on the demand side of the economy. Using retail data I find that during recessions demand elasticity rises, the dispersion of firms' growth rates increases, and this increase is larger in markets where the change in consumer behavior is the strongest. I develop a business cycle model with heterogeneous firms and frictions in product markets that highlights the relationship between consumer behavior and firm volatility.

Suggested Citation

  • David R. Munro, 2021. "Consumer Behavior and Firm Volatility," Journal of Money, Credit and Banking, Blackwell Publishing, vol. 53(4), pages 845-873, June.
    • Handle: RePEc:wly:jmoncb:v:53:y:2021:i:4:p:845-873
    DOI: 10.1111/jmcb.12749
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    2. David Berger & Joseph Vavra, 2017. "Shocks vs. Responsiveness: What Drives Time-Varying Dispersion?," NBER Working Papers 23143, National Bureau of Economic Research, Inc.

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