Pricing and Product Positioning with Relative Consumer Preferences*
研究了频繁价格促销导致消费者产生“相对思维”偏差时，企业定价和产品定位策略的变化，发现企业更倾向于垂直差异化，尤其在忠诚消费者少时偏好低质量市场。
Frequent price promotions force consumers to continuously reassess their preferences over product offerings. When this leads consumers to exhibit a bias of “relative thinking”, such as may be triggered by a focus only on the most salient product attribute, we show in a model of sales (Varian, H. R., 1980, American Economic Review , 70(4), pp. 651–659) that this profoundly alters firms' pricing and product‐positioning strategies. Vertical differentiation becomes more likely, with firms preferring to occupy the low‐quality space in particular when they have few loyal consumers. More generally, product positioning now depends on the composition of consumers' consideration sets.