Consumer Choice Under Limited Attention When Alternatives Have Different Information Costs


Book Description

Consumers often do not have complete information about the choices they face and therefore have to spend time and effort in acquiring information. Since information acquisition is costly, consumers trade-off the value of better information against its cost, and make their final product choices based on imperfect information. We model this decision using the rational inattention approach and describe the rationally inattentive consumer's choice behavior when she faces alternatives with different information costs. To this end, we introduce an information cost function that distinguishes between direct and implied information. We then analytically characterize the optimal choice probabilities. We find that non-uniform information costs can have a strong impact on product choice, which gets particularly conspicuous when the product alternatives are otherwise very similar. There are significant implications on how a seller should provide information about its products and how changes to the product set impacts consumer choice. For example, non-uniform information costs can lead to situations where it is disadvantageous for the seller to provide easier access to information for a particular product, and to situations where the addition of an inferior (never chosen) product increases the market share of another existing product (i.e., failure of regularity). We also provide an algorithm to compute the optimal choice probabilities and discuss how our framework can be empirically estimated from suitable choice data.




Consumer Choice Under Limited Attention when Options Have Different Information Costs


Book Description

Consumers often do not have complete information about the choices they face and therefore have to spend time and effort in acquiring information. Since information acquisition is costly, consumers have to trade-off the value of better information against its cost, and make their final choices based on imperfect information. We model this decision using the rational inattention approach and describe the rationally inattentive consumer's choice behavior when she faces options with different information costs. To this end, we introduce an information cost function that distinguishes between direct and inferential information. We then analytically characterize the optimal behavior and derive the choice probabilities in closed-form. We find that non-uniform information costs can have a strong impact on product choice, which gets particularly conspicuous when the product alternatives are otherwise very similar. It can also lead to situations where it is disadvantageous for the seller to provide easier access to information for a particular product. Furthermore, it provides a new explanation for strong failure of regularity of consumer behaviour, which occurs if the addition of an inferior - never chosen - product to the choice set increases the market share of another existing product.










The Effects of the Selective Consideration of Alternatives on Consumer Choice and Attitude-Decision Consistency


Book Description

There are many instances of consumer decision making in which more consideration is given to 1 brand than to others in the choice set. This research explored how selective consideration of a brand affects attitudes toward the brand, relative standing of the focal brand within the choice category, and decision making. Experiment 1 demonstrated that when participants were prompted to consider a randomly determined focal alternative, that alternative was more likely to be chosen than nonfocal alternatives. Moreover, willingness to pay for an alternative was higher if it was the focus of consideration. Attitudinal data suggest that the selective consideration effect occurred because attitudes toward the focal alternative became more positive compared to those toward other alternatives in the choice set. Experiment 2 elucidated this attitudinal effect by demonstrating that selective consideration could cause the extremity of consumers' attitudes toward a focal brand to become more positive. Experiment 3 explored the potential of the selective consideration of a focal alternative to influence the consistency between consumers' attitudes and decisions and established that the initial attitude toward a focal alternative moderated the selective consideration effect.




Essays on Consumer Choice with Unobserved Choice Sets


Book Description

This dissertation consists of three essays that evaluate how consumers make decisions in settings where the researcher may not know the set of alternatives from which observed choices were selected. Many empirical analyses in economics presume the researcher knows the full set of alternatives an individual compared when selecting their most preferred. In practice, this assumption may fail to hold for a variety of reasons. In the first chapter, I introduce the economic setting of unobserved choice sets and consideration sets defining to this work. In the second chapter, my coauthors and I propose a robust method of discrete choice analysis when agents' choice sets are unobserved. Our core model assumes nothing about agents' choice sets apart from their minimum size. Importantly, it leaves unrestricted the dependence, conditional on observables, between agents' choice sets and their preferences. We first establish that the model is partially identified and characterize its sharp identification region. We then apply our theoretical findings to learn about households' risk preferences and choice sets from data on their deductible choices in auto collision insurance. The third chapter evaluates the prescription drug insurance choices of Medicare beneficiaries. I propose an empirical model of demand for prescription drug plans where non-monetary plan attributes stochastically determine the composition of the set of plans that an individual considers, and monetary plan attributes determine the individual's expected utility over contracts in her consideration set. This model reconciles the classic view of insurance contracts as lotteries with purely monetary outcomes with the empirical finding that choice among insurance plans is driven by their non-monetary attributes and financial attributes beyond their impacts on costs. I estimate the model using data from Medicare Part D allowing for unobserved heterogeneity in risk aversion and in consideration sets. I find that the latter plays a crucial role in plan choices, and in contrast to previous literature that assumes full consideration of all plans, I uncover an important role for risk aversion in determining individual choices.




Distracted from Comparison


Book Description

We study how firms choose designs -- of their products or product information -- to divert consumers' limited attention away from price comparison or towards it. Firms choose designs to affect the dispersion of product match values and thereby how consumers allocate their limited attention. Consumers with limited attention trade off breadth and depths of search: they either study fewer products in detail to learn their match value, or superficially browse and compare prices of more products. We highlight a novel distraction effect of designs. Firms combine larger prices with designs that disperse match values to distract consumers from price-comparison. We show that more-detailed product information disperse match values and allows firms to distract consumers more effectively from price comparison. This way, interventions that allow firms to disclose more-detailed product information weaken competition and decrease consumer surplus. In turn, interventions that make information coarser and more easily-available information -- like energy-efficiency labels and front-package food labels like nutriscores -- increases competition and consumer surplus. These findings connect evidence of various informational interventions in the context of pension funds, advertisements, and food labels.




Consumer Choice with Consideration Set


Book Description

This paper investigates the threshold Luce model, a recently proposed choice model with a threshold for the consideration-set formation. Under the threshold Luce model, consumers first form their consideration set: If an alternative with significantly low utility is dominated by another one, it will not be included in the consideration set. The threshold Luce model can alleviate the independence of irrelevant alternatives (IIA) property and allow more flexible substitution patterns. We characterize the optimal strategy and develop efficient solutions for price and assortment optimization problems. Under the threshold Luce model, the price competition may have zero, one, two, or infinite Nash equilibria, depending on the magnitude of the threshold effect. Moreover, we also develop an efficient estimation method to calibrate the threshold Luce model. Our numerical study on synthetic and real data sets shows that the new model can improve the goodness of fit and prediction accuracy of consumer choice behavior, which suggests the threshold effect should be taken into account in decision making.




Consumer Search Behavior and Its Effect on Markets


Book Description

Consumer Search Behavior and its Effect on Markets focuses on the consumer side of the market, on what is known about how consumers search for needed information, and on how this impacts the behavior of markets. The author discusses three broad strands of this literature -- normative models of search and their application to consumer search; empirical studies of the search process; and implications of consumer search for the behavior of markets, including pricing, advertising and retailing. In general, the author examines external search -- the search for information from sources other than memory. Particular attention is paid to the impact of the Internet on markets. Consumer Search Behavior and its Effect on Markets also examines the broader issues about alternatives considered, sources consulted, extent of consumer knowledge, and the impact of these factors on markets and marketing institutions.