How Do Shoppers Respond to Noisy Signals on Price Changes? Evidence from a Field Experiment in Online Supermarket Shopping*
通过在线超市购物网站上的现场实验，研究了促销信息告知某些品类有折扣时，对打折和非打折产品需求的影响，发现消费者会增加购买过去买过的品类商品，无论是否打折，从而增加消费和收入。
What is the effect on the demand for both discounted and nondiscounted products, when promotional material informs shoppers that some product categories feature discounts? We address this question by conducting a field experiment on a website for online grocery shopping. We find that shoppers who had purchased in a certain food category prior to the experiment responded to noisy promotional information by purchasing items in the discounted category that they had already purchased in the past, regardless of whether the item purchased was currently discounted. Our results suggest that coarse information on discounts increases both consumer spending and seller revenue.