Strange Case of Dr. Bidder and Mr. Entrant: Consumer Preference Inconsistencies in Costly Price Offers

67 Pages Posted: 2 Nov 2019 Last revised: 27 Mar 2024

See all articles by Robert Zeithammer

Robert Zeithammer

University of California, Los Angeles (UCLA) - Anderson School of Management

Lucas Stich

University of Würzburg - Business Administration & Economics

Martin Spann

Ludwig Maximilian University of Munich (LMU) - Faculty of Business Administration (Munich School of Management)

Gerald Häubl

University of Alberta - Department of Marketing, Business Economics & Law

Date Written: March 21, 2024

Abstract

Consumers make price offers to sellers in a variety of domains, such as when buying cars or houses, or when bidding in auctions for airline upgrades, art, or collectibles. Submitting an offer typically entails administrative, waiting, and opportunity costs. Making such costly price offers involves two intertwined decisions – in addition to determining how much to offer, consumers must also decide whether to make an offer in the first place. We examine the impact of offer-submission costs on consumer behavior using a series of incentive-compatible experiments. Our findings reveal a preference inconsistency, whereby the preferences implied by one of the decisions do not align with the preferences implied by the other. In particular, potential buyers enter more often than their offer amounts would predict based on standard economic models. The preference inconsistency is robust to two interventions designed to help consumers make their decisions – (1) the provision of interactive-feedback decision aids and (2) the sequencing of the two sub-decisions in the normative order. While these interventions do not resolve the inconsistency, they do have large and rather strange effects on behavior. The effects are “strange” in that they suggest consumers approach the two decisions as if they were unrelated. We discuss the implications of our findings for the design of offer-submission interfaces, as well as for econometric attempts to infer consumer preferences from offer and bidding data.

Keywords: pricing, auctions, entry costs, behavioral economics, experiments

JEL Classification: D12, D44, D81, C91

Suggested Citation

Zeithammer, Robert and Stich, Lucas and Spann, Martin and Häubl, Gerald, Strange Case of Dr. Bidder and Mr. Entrant: Consumer Preference Inconsistencies in Costly Price Offers (March 21, 2024). Available at SSRN: https://ssrn.com/abstract=3474406 or http://dx.doi.org/10.2139/ssrn.3474406

Robert Zeithammer (Contact Author)

University of California, Los Angeles (UCLA) - Anderson School of Management ( email )

110 Westwood Plaza
Los Angeles, CA 90095-1481
United States

Lucas Stich

University of Würzburg - Business Administration & Economics ( email )

Sanderring 2
Wuerzburg, D-97070
Germany

Martin Spann

Ludwig Maximilian University of Munich (LMU) - Faculty of Business Administration (Munich School of Management) ( email )

Ludwigstr. 28
Munich, 80539
Germany

Gerald Häubl

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

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