The Effect of Sales and Evidence from Micro Data
The Effect of Sales and Evidence from Micro Data
复制标题
销售的影响和微观数据的证据
DOI：
10.5430/rwe.v8n1p37
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发表时间：
2017
期刊：
影响因子：
--
通讯作者：
Yangxiaoteng Luo
中科院分区：
文献类型：
--
作者：
Zi‐Yi Guo;Yangxiaoteng Luo
菜单成本的概念表明，当企业想要改变名义价格时，他们面临的是固定的菜单成本。然而，标准的菜单成本模型很难从微观层面的数据来解释观察到的事实，尤其是在销售方面。在本文中，我们通过一个新的产品级数据集来研究销售的影响。从我们的估计结果中至少有三个发现。首先，我们发现对消费者购买行为有很大影响的是零售额本身，而不是价格下降。其次，消费者在产品打折时比不打折时对价格更敏感。第三，消费者对价格下跌的意识远高于价格上涨。
The concept of menu cost indicates that firms are facing a fixed menu cost when they want to change the nominal prices. However, the standard menu cost model is hardly to explain the observed facts from micro-level data, especially in terms of sales. In this paper, we investigate the effect of sales through a novel product-level dataset. There are at least three findings from our estimation results. First, we find that retail sales themselves, rather than price decreases, have a large effect on consumers’ purchases. Second, consumers are more prices sensitive when the product is on sale than they are when the product is not on sale. Third, consumers are far more aware of price decreases than price increases.