We study a game in which two firms compete in quality to serve a market consisting of consumers with different initial consideration sets. If both firms invest below a certain quality threshold, they only compete for those consumers already aware of their existence. Above this threshold, a firm is visible to all and the highest quality attracts all consumers. In equilibrium, firms do not choose their ...
This paper analyzes optimal product lines when consumers differ both in their taste for, quality and in their desire for social image. The market outcome features partial pooling and, product differentiation that is not driven by heterogeneous valuations for quality but by image, concerns. A typical monopoly outcome is a two-tier product line resembling a “masstige”, strategy as observed in luxury ...
This paper experimentally investigates how concerns for social approval relate to intrinsic motivations to purchase ethically. Participants state their willingness-to-pay for both a fair trade and a conventional chocolate bar in private or publicly. A standard model of social image predicts that all participants increase their fair trade premium when facing an audience. We find that the premium is ...
Whether pro-social preferences identified in economic laboratories survive in natural market contexts is an important and contested issue. We investigate how fairness in a laboratory experiment framed explicitly as a market exchange relates to preferences for fair trade products before and after the market experiment. We find that the willingness to buy at a higher price when higher wages are paid ...
A puzzle of the modern welfare state is that a large fraction of social benefits is not takenup. Using a laboratory experiment, we present evidence that stigmatization through publicexposure causally reduces the take-up of a redistributive transfer by 30 percentage points.We build a theoretical model that interprets welfare stigma as unfavorable inferencesabout the claimant's type. Our design exogenously ...
One important function of consumption is for consumers to show off their taste, virtue or wealth. While empirical observations suggest that producers take this into account, existing research has concentrated on analyzing the demand side. This paper investigates how a monopolist optimally designs its product line when consumers differ both in their taste for quality and their desire for a positive ...