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Countercyclical pricing: A consumer heterogeneity explanation |
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| Authors: | Ali Umut Guler Kanishka Misra Naufel Vilcassim |
| Affiliation: | 1. London Business School, Regent’s Park, London, NW1 4SA, United Kingdom;2. Stephen M Ross School of Business, University of Michigan, 701 Tappan St. Ann Arbor, MI 48109-1234, United States |
| Abstract: | We show that a seasonal good could be priced countercyclically due to the heterogeneous seasonal shifts in consumer valuations. We provide empirical support for our explanation based on two product categories (canned soup and tuna) studied in the literature. |
| Keywords: | D10 E32 L80 |
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