Price lower and then higher or price higher and then lower?

S. Sitzia, D.J. Zizzo

Research output: Contribution to journalArticlepeer-review

9 Citations (Scopus)


The paper presents an experiment testing the hypothesis that, if consumers' valuation of a product is shaped by past experiences of prices, it may be more profitable for firms to follow the opposite strategy of pricing higher and then lower. We ran an individual choice experiment with a posted offer market setup, where different dynamic pricing strategies were implemented. Anchoring to the past two prices under simple rules can describe the behavior of 3 out of 4 subjects. We find evidence of preference shaping and the profitability of a 'high low' pricing strategy under a wide range of assumptions.
Original languageEnglish
Pages (from-to)1084-1099
Number of pages16
JournalJournal of Economic Psychology
Issue number6
Publication statusPublished - 1 Dec 2012


  • Consumer market
  • Dynamic price strategies
  • Shaping effects
  • Anchoring
  • Within-context rules

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