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Uncertain demand, consumer loss aversion, and flat-rate tariffs


Herweg, Fabian; Mierendorff, Konrad (2011). Uncertain demand, consumer loss aversion, and flat-rate tariffs. Working paper series / Department of Economics No. 12, University of Zurich.

Abstract

We consider a model of firm pricing and consumer choice, where consumers are loss averse and uncertain about their future demand. Possibly, consumers in our model prefer a flat rate to a measured tariff, even though this choice does not minimize their expected billing amount—a behavior in line with ample empirical evidence. We solve for the profit-maximizing two-part tariff, which is a flat rate if (a) marginal costs are not too high, (b) loss aversion is intense, and (c) there are strong variations in demand. Moreover, we analyze the optimal nonlinear tariff. This tariff has a large flat part when a flat rate is optimal among the class of two-part tariffs.

Abstract

We consider a model of firm pricing and consumer choice, where consumers are loss averse and uncertain about their future demand. Possibly, consumers in our model prefer a flat rate to a measured tariff, even though this choice does not minimize their expected billing amount—a behavior in line with ample empirical evidence. We solve for the profit-maximizing two-part tariff, which is a flat rate if (a) marginal costs are not too high, (b) loss aversion is intense, and (c) there are strong variations in demand. Moreover, we analyze the optimal nonlinear tariff. This tariff has a large flat part when a flat rate is optimal among the class of two-part tariffs.

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Additional indexing

Item Type:Working Paper
Communities & Collections:03 Faculty of Economics > Department of Economics
Working Paper Series > Department of Economics
Dewey Decimal Classification:330 Economics
JEL Classification:D11, D43, L11
Uncontrolled Keywords:Consumer loss aversion, flat-rate tariffs, nonlinear pricing, uncertain demand, Verbraucherverhalten, Steuer, Preisbildung
Language:English
Date:March 2011
Deposited On:25 Nov 2011 10:13
Last Modified:27 Nov 2020 07:13
Series Name:Working paper series / Department of Economics
ISSN:1664-7041
OA Status:Green
Official URL:http://www.econ.uzh.ch/static/wp/econwp012.pdf
Related URLs:http://www.econ.uzh.ch/static/workingpapers.php