Loss aversion in post-sale purchases of two close substitutes

被引：0
|
作者：
Zhu, Jialiang [1 ,2 ]
Wang, Zeyu [2 ]
机构：
[1] Xiamen Univ, Sch Econ, Xiamen, Fujian, Peoples R China
[2] Xiamen Univ, Wang Yanan Inst Studies Econ, Xiamen, Fujian, Peoples R China
来源：
ECONOMICS LETTERS | 2022年 / 218卷
关键词：
Loss aversion; Post-sale purchases; Close substitutes; CONSUMER;
D O I：
10.1016/j.econlet.2022.110752
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This paper employs micro-level data to identify consumers' loss aversion when choosing between two products that share the same price and observable product characteristics. The analysis focuses on post-sale observations where one product experienced a sale (a discounted price), but the price of the other product did not change. The paper contributes to the literature by demonstrating that a product benefits when its close competitor's sale is over. A loss-averse consumer would switch to the close substitute even when both products share the same price. (C) 2022 Elsevier B.V. All rights reserved.
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页数：4
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