1. The Effects of Selling Complements and Substitutes on Consumer Willingness to Pay: Evidence from a Laboratory Experiment
- Author
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Rousu, Matthew C., Beach, Robert H., and Corrigan, Jay R.
- Subjects
Agricultural industry ,Banking, finance and accounting industries ,Business ,Business, international - Abstract
To purchase or authenticate to the full-text of this article, please visit this link: http://dx.doi.org/10.1111/j.1744-7976.2008.00124.x Byline: Matthew C. Rousu (1), Robert H. Beach (2), Jay R. Corrigan (3) Abstract: Basic economic theory predicts that a consumer's willingness to pay for a good is affected by the availability of complements and substitutes. In an auction setting, this theory implies that the presence of complements would increase bid prices for a good, while the presence of substitutes would decrease bid prices for a good. We designed an experiment that allows the calculation of inverse elasticities, the inverse-demand equivalent of conventional price elasticities. Our results show that the availability of complements and substitutes affects bids in the expected directions. This finding has important implications for researchers who design experimental auctions. Selon la theorie economique de base, la volonte de payer d'un consommateur pour obtenir un bien est influencee par la disponibilite de complements et de substituts. Dans un scenario de vente aux encheres, cette theorie implique que la presence de complements ferait augmenter le prix offert pour un bien, tandis que la presence de substituts ferait diminuer le prix offert. Nous avons concu une experience qui a permis de calculer les elasticites inverses, l'equivalent de la demande inverse des elasticites-prix classiques. Nos resultats ont montre que la disponibilite de complements et de substituts influence les offres d'achat dans les directions prevues. Cette observation a d'importantes repercussions pour les chercheurs qui concoivent des ventes aux encheres experimentales. Author Affiliation: (1)Assistant Professor, Susquehanna University, 314 Steele Hall, Selinsgrove, PA 17870 (corresponding author: phone: 570-372-4186; fax: 570-372-2870; e-mail:rousu@susqu.edu). (2)Research Economist, RTI International, Research Triangle Park, NC 27709 (phone: 919-485-5579; fax: 919-541-6683; e-mail:rbeach@rti.org). (3)Assistant Professor, Kenyon College, Gambier, OH 43022 (phone: 740-427-5281; fax: 740-427-5276; e-mail:Corrigan@kenyon.edu).
- Published
- 2008