Location-then-price competition with uncertain consumer tastes

Summary. We investigate Hotellings duopoly game of location-then-price choices with quadratic transportation costs and uniformly distributed consumers under the assumption that firms are uncertain about consumer tastes. When the uncertainty has a uniform distribution on the closed interval , with , we characterize the unique equilibrium and the socially optimal locations. Contrary to the individual-level random utility models, we find that uncertainty is a differentiation force. For small (large) sizes of the uncertainty, there is excessive (insufficient) differentiation. More uncertainty about consumer tastes can have positive or negative welfare effects, depending on the size of the uncertainty.Received: 1 February 2003, Revised: 1 April 2004, JEL Classification Numbers: C72, D43, D81, L10, L13, R30, R39. Correspondence to: Kieron J. MeagherWe thank Simon Anderson, Jörg Borrmann, Vince Crawford, Bernd Engelmann, Catherine de Fontenay, Simon Grant, Stephen King, Preston McAfee, John Miller, Scott Page, Rohan Pitchford, Bill Schworm, Joel Sobel, an anonymous referee and seminar participants at CALTECH and at the 1999 Econometric Society Winter Meetings for their comments and criticisms. Zauner was affiliated with the Department of Economics, University of Sydney, during the earlier stages of this project.