Industrial Organization Commons^™

Vertical Probabilistic Selling: The Role Of Consumer Anticipated Regret, Yong Chao, Lin Liu, Dongyuan Zhan

Yong Chao

This paper studies vertical probabilistic selling (mixing products with different qualities) when firms compete, and consumers have different abilities to anticipate the potential post-purchase regret raised by the possibility of obtaining the inferior products. We show that, when consumers have either no or full ability to anticipate the regret, probabilistic selling emerges only when the product differentiation between firms is intermediate. However, when consumers have partial ability to anticipate the regret, probabilistic selling will arise more often and yield higher profit compared with the previous two cases. This is due to the “reverse quality discrimination”: the perceived quality of the …