Selling substitute goods to loss‐averse consumers: limited availability, bargains, and rip‐offs
研究了零售商向损失厌恶消费者销售两种替代品时的最优定价和供应策略，发现有限供应的折扣商品（便宜货）会诱使消费者在不利条件下购买，而高价商品（宰客）则作为备选以减少失望。
This article derives the optimal pricing and product‐availability strategies for a retailer selling two substitute goods to loss‐averse consumers and shows that limited‐availability sales manipulate consumers into an ex ante unfavorable purchase. The seller maximizes profits by raising the consumers' reference point through a tempting discount on a good available only in limited supply (the bargain), and cashing in with a high price on the other (the rip‐off), which consumers buy if the bargain is not available to reduce their disappointment. The seller might prefer to offer a deal on the more valuable product, using it as a bait.