This dissertation performs economic analysis of search advertising from a comprehensive picture of the competition facing advertisers---by incorporating the price competition to endogenously investigate advertisers' bidding incentive, and taking into account consumers' online search and the unique information structure associated with the search advertising format. It consists of three essays based on game-theoretic modeling. The first essay studies the oligopolistic price competition among advertisers placed in different advertising positions, considering distinctive features of consumers’ online search behaviors. We find an interesting local-competition pattern in which direct price competition occurs only between advertisers adjacent to each other. The second essay integrates the price competition into the bidding competition and investigates the endogenous bidding incentives of advertisers with different competitive strengths. Surprisingly, we find that an advertising position with a better exposure may not always be profitable for the advertisers with competitive advantage, even if it is cost free. We also show that the bidding outcome might not align with the relative competitive strength. The third essay further considers the effects of organic listing as a competing information source on the sponsored bidding competition and the outcome performances in search advertising. It provides answers to questions such as whether and why advertisers with sufficient exposure from the organic list may still be willing to bid for top sponsored positions, and how the existence of organic listing affects search engine’s revenue, consumer surplus, and social welfare. / text

In many procurement auctions, entrants determine whether to participate in auctions accounting for their roles of intermediaries who search for the best (or the cheapest) input suppliers. We build on a procurement auction model with entry, combining with intermediary search for suppliers. The novel feature is that costs of bidders are endogenously determined by suppliers who strategically charge input prices. We show the existence of an equilibrium with price dispersion for inputs, generating cost heterogeneity among bidders. Interestingly, the procurement cost may rise as the number of potential bidders increases. (author's abstract) / Series: Department of Economics Working Paper Series

This thesis investigates consumer search behavior in different contexts and its implications on certain market outcomes. It consists of three self-contained essays. Part one investigates if people search optimally and how price promotions (such as the provision of price discounts) influence search intensity and risk-taking behavior. We start with a typical sequential search task in a finite time horizon (with exogenously determined price dispersion) as the baseline treatment. In the two experimental treatments, exogenous discounts are introduced to the search process. The treatments differ in the amount of information on the discounts revealed to the subjects. Subjects’ search behavior is roughly consistent with optimality for a risk-neutral agent, but significantly influenced by the introduction of discount vouchers. We find that subjects’ search intensity is significantly reduced if they are in a shop that offers discounts, even when the monetary benefit induced by the discount has been taken into account. This suggests that people seem to gain extra non-monetary utility from buying a discounted product. Alternatively, subjects might overestimate the value of a discount. Following the findings in part one, we focus on price-framing effects of discounts on consumer search behavior in part two. In order to isolate the price-framing effect from all other possible influences, we adopt an extremely simple two-shop search model in which a consumer who sees the price for an item in a shop has to decide either to buy it or to incur a search cost to learn the ex-ante uncertain price in a second shop. The experiment is designed such that a rational buyer should make identical decisions in the base treatment (where prices are posted as net prices in both shops) and in the experimental treatments (where the price in one of the shops is framed as a gross price with a discount, holding the net-price constant). Using structural estimation of the observed risk preferences, we find that people tend to be more risk-averse and hence buy from the initial shop more often in the discount treatments, regardless of where the discount is offered. The seemingly trivial change to a discount-framing increases the complexity of the decision problem. Subjects reveal a tendency to stick with the comparatively less complex options more frequently as the complexity of the decision problem increases. However, this bias declines with experience, as subjects become more and more familiar with the framing. In part three, we study search behavior in a market experiment, where prices are determined endogenously by human players. More specifically, we examine the behavioral factors and the underlying mechanism which drive the widely observed asymmetric price adjustment to cost shocks (in a world with costly search behavior and information asymmetry). We show that price dispersion, as well as asymmetric price adjustment to cost shocks, arises in experimental markets, even though the standard theory predicts neither. We find that after controlling all the potential theoretical factors, the observed price dispersion can be explained by the presence of bounded rational play. Under price dispersion, asymmetric price adjustment arises naturally, as it is harder for buyers to learn that a negative cost shock has taken place. Learning is much quicker after a positive shock. / Thesis (Ph.D.) -- University of Adelaide, School of Economics, 2010

Submitted by Tomás Milanez Ferreira Pinto (tomasmilanez@gmail.com) on 2015-04-28T23:38:11Z No. of bitstreams: 1 mestrado.pdf: 973554 bytes, checksum: ecd785af01da846a4fe24cc7d9882091 (MD5) / Approved for entry into archive by BRUNA BARROS (bruna.barros@fgv.br) on 2015-04-29T20:32:23Z (GMT) No. of bitstreams: 1 mestrado.pdf: 973554 bytes, checksum: ecd785af01da846a4fe24cc7d9882091 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2015-05-04T12:28:50Z (GMT) No. of bitstreams: 1 mestrado.pdf: 973554 bytes, checksum: ecd785af01da846a4fe24cc7d9882091 (MD5) / Made available in DSpace on 2015-05-04T12:29:05Z (GMT). No. of bitstreams: 1 mestrado.pdf: 973554 bytes, checksum: ecd785af01da846a4fe24cc7d9882091 (MD5) Previous issue date: 2015-01-30 / Consumers often pay different prices for the same product bought in the same store at the same time. However, the demand estimation literature has ignored that fact using, instead, aggregate measures such as the 'list' or average price. In this paper we show that this will lead to biased price coefficients. Furthermore, we perform simple comparative statics simulation exercises for the logit and random coefficient models. In the 'list' price case we find that the bias is larger when discounts are higher, proportion of consumers facing discount prices is higher and when consumers are more unwilling to buy the product so that they almost only do it when facing discount. In the average price case we find that the bias is larger when discounts are higher, proportion of consumers that have access to discount are similar to the ones that do not have access and when consumers willingness to buy is very dependent on idiosyncratic shocks. Also bias is less problematic in the average price case in markets with a lot of bargain deals, so that prices are as good as individual. We conclude by proposing ways that the econometrician can reduce this bias using different information that he may have available.

Submitted by Paulo Sergio Soares (ps-soares@hotmail.com) on 2017-06-05T19:51:17Z No. of bitstreams: 1 Dissertação_Final.pdf: 620762 bytes, checksum: 4b6198b156d7085162e70f3152b74284 (MD5) / Approved for entry into archive by GILSON ROCHA MIRANDA (gilson.miranda@fgv.br) on 2017-06-06T13:11:24Z (GMT) No. of bitstreams: 1 Dissertação_Final.pdf: 620762 bytes, checksum: 4b6198b156d7085162e70f3152b74284 (MD5) / Made available in DSpace on 2017-06-22T12:45:10Z (GMT). No. of bitstreams: 1 Dissertação_Final.pdf: 620762 bytes, checksum: 4b6198b156d7085162e70f3152b74284 (MD5) Previous issue date: 2017-03-31 / This work replicates Horta¸csu & Syverson (2004) model using Brazilian data. The objective of this paper is to evaluate if search frictions explain price dispersion, administrative fees, in the Brazilian funds industry. We use in our sample passive funds targeting two market indexes: Ibovespa and IRF-M. We found evidence that search costs are higher in the Ibovespa market than the IRF-M market. Considering those funds as differentiated products we observe that the Management Company plays an important role in consumers evaluation. / Este trabalho replica o trabalho de Hotaçsu e Syverson (2004) utilizando dados brasileiros. O objetivo deste trabalho é avaliar se fricções de busca explicam dispersão de preços, taxas de administração, na industria de fundos brasileira. Nos utilizamos em nossa amostra fundos passivos que tentam replicar dois índices: o Ibovespa e o IRF-M. Nos encontramos evidência que custos de busca são maiores em no mercado de fundos Ibovespa. Considerando estes fundos como produtos diferenciados observamos que as empresas gestoras têm um papel importante nas preferências dos consumidores.

O fenômeno da dispersão de preços é mais comum do que se supõe a partir da microeconomia básica. O presente estudo busca avaliar a importância dos custos de procura na dispersão de preços de gasolina e etanol no município de São Paulo. Para tanto, são utilizados como referenciais teóricos modelos de dispersão e estudos de estruturas de mercado. A parte empírica contempla duas etapas, na primeira é estimado qual o mercado relevante para o varejo de combustíveis e, posteriormente, a descrição da dispersão na área. Os dados dos preços de varejo são coletados semanalmente desde o ano de 2001 e a série histórica foi cedida pela Agência Nacional do Petróleo, Gás Natural e Biocombustíveis - ANP. Os resultados das estimações nos mostram que, apesar da dispersão, possivelmente existe maior relação com a heterogeneidade dos estabelecimentos do que com a busca do consumidor. / The price dispersion phenomenon is more common than might be supposed from basic microeconomics. This study aim to evaluate the importance of search costs in the dispersion of fuel prices in São Paulo city. As theoretical reference, we use models of price dispersion and market structures studies. The empirical part has two stages, first is estimated the relevant retail fuel market, and then we describe the dispersion in the area. The retail prices data of gasoline and ethanol have been collected since 2001 and the time series was provided by the Agência Nacional do Petróleo, Gás Natural e Biocombustíveis - ANP. The results shown that although there is dispersion it is more closely related to the establishments heterogeneity, than with consumer search.

Cette thèse se présente sous la forme d’un volume de 134 pages composé de 5 articles de recherche. La thèse est une contribution empirique à la littérature qui s’est développée depuis le début des années 2000 sur les bouleversements introduits par Internet sur le commerce des biens culturels. Elle examine plus particulièrement un ensemble de questions portant sur la complémentarité ou la substitution des canaux de distribution, physiques et virtuels, l’effet de « Longue Traîne » et la dispersion des prix sur Internet. L’intérêt de la thèse est d’apporter des éléments de preuve empiriques à ces débats, grâce notamment à la création de bases de données obtenues par captation automatisée de données observables sur Internet. Les résultats statistiques et économétriques issus de ces travaux détaillent les spécificités des meilleures ventes de Livres, CD et DVD selon les canaux de distribution (Amazon, Marketplace d’Amazon, magasins physiques) mais aussi selon leur format (livres papiers/ livres numériques). D’autre part, les résultats montrent une faible variabilité des prix par les vendeurs d’Amazon Marketplace ainsi qu’un faible impact des mesures traditionnelles de la réputation (notations des vendeurs) par rapport à la taille du catalogue des vendeurs remettant en question l’utilisation de la notation comme proxy de la réputation. / This thesis is a volume of 134 pages and includes 5 research articles. The thesis is a contribution to the empirical literature that has developed since the early 2000s on the changes introduced by the Internet trade in cultural property. It examines in particular a set of questions on the complementarity or substitution distribution channels, physical and virtual, the effect of the "Long Tail Theory" and price dispersion on the Internet. The interest of this thesis is to provide empirical evidence to the debate, thanks to the creation of databases obtained by automated data capture observable on the Internet. Statistical and econometric results from these studies detail the specifics of best-selling books, CDs and DVDs as distribution channels (Amazon, Amazon Marketplace, physical stores) but also according to their format (paper books / ebooks). Regarding price dispersion, the results show a low variability of prices by sellers of Amazon Marketplace and low impact of traditional measures of reputation (ratings of sellers) compared to the size of the catalog vendors challenging the using of notation as a proxy for reputation.

Cette thèse est un travail empirique sur la dispersion des prix, c'est-à-dire le fait qu'un bien identique puisse être vendu à des prix différents, en violation de la célèbre loi du prix unique. L'approche s'inscrit dans une littérature initiée par Stigler (1961), qui note que "la dispersion des prix est (...) la mesure de l'ignorance dans le marché". Il en découle que de simples observations de prix peuvent révéler beaucoup d'information sur le fonctionnement d'un marché.Le premier chapitre étudie l'impact de la création d'une enseigne à bas prix sur le marché français de la distribution de carburant. Cette création implique que de nombreuses stations sont confrontées à une baisse de prix importante d'un proche concurrent. La réaction agrégée mesurée au niveau national est faible, mais masque des hausses et des baisses en proportions équivalentes. L'hétérogénéité des réactions souligne l'importante segmentation du marché. Le second chapitre, utilisant le même jeu de de données, examine la pertinence de modèles qui identifient la dispersion des prix à des équilibres en stratégies mixtes. Empiriquement, on observe que l'ordre des prix des stations concurrentes tend en effet à varier dans le temps, et que sa volatilité croit lorsque la distance qui sépare les points de vente augmente. La dispersion est donc croissante d'un coût recherche supporté par les consommateurs. Par ailleurs, l'enseigne des stations détermine largement leur stratégie de prix. Les stations qui pratiquent les prix les plus bas sont relativement plus susceptibles de maintenir des prix parfaitement alignés sur ceux des proches concurrents, tandis que la dispersion mesurée entre les stations plus onéreuses est corrélée positivement avec le coût du diesel et le nombre de stations présentes sur le marché. Ainsi, les résultats renforcent la thèse de la coexistence d'un marché proche d'une concurrence à la Bertrand avec un marché moins concurrentiel, où des stations tirent parti de frictions importantes.Le dernier chapitre s'intéresse à la grande distribution, s'appuyant sur des données collectées sur un comparateur de prix en ligne. J'observe que les comparaisons réalisées entre chaînes de magasins par le site sont relativement peu informatives compte tenu de l'hétérogénéité des résultats au niveau local. L'échantillon de produits retenu peut en outre conduire à des résultats largement différents. La volatilité des comparaisons augmente avec la distance séparant les supermarchés, ce qui, comme dans le cas du carburant, dénote la présence de coûts de recherche. A l'échelle locale, le niveau des prix ne croit pas avec la concentration approximée par les parts de marché, ce qui conduit à remettre en question la pertinence de cet indicateur en matière de politique publique. La dispersion est positivement corrélée au niveau des prix, ce qui suggère que l'imperfection de l'information permet effectivement aux supermarchés de pratiquer des prix plus élevés qu'en concurrence parfaite. / This thesis is an empirical study of price dispersion, namely the fact that a homogenous good can typically be purchased at various prices, in violation of the famous law of one price. The approach belongs to a literature initiated by Stigler (1961), which notes that “price dispersion is (...) the measure of ignorance in the market”. A noteworthy consequence is that simple price observations can be very informative about competition in a market.The first chapter analyses the impact of the creation of a discount chain on the French retail gasoline market. This creation implies that many gas stations are confronted with a sharp price decrease by a competitor. The aggregate reaction, measured at the national level, is weak but it conceals increases and decreases in equivalent proportions The heterogeneity of measured reactions highlights an important market segmentation. Using the same data, the second chapter explores the relevance of models which identify price dispersion with an equilibrium in mixed strategies. Empirically, the rank of competing gas stations is indeed observed to vary over time, and its volatility is positively correlated with the distance that separates the outlets. Dispersion thus increases with a search cost incurred by customers. The chain affiliation of gas stations largely determines their pricing strategies. Retailers which have low price policies are more likely than others to keep prices aligned with nearby competitors, while dispersion measured between more expensive gas stations is positively correlated with diesel cost and the number of sellers in the market. Results thus provide further support the coexistence of a market close to Bertrand competition with a less competitive market, where gas stations take advantage of significant frictions.The last chapter focuses on grocery stores, using data collected from an online price comparison website. Aggregate national chain comparisons that are displayed on the website are found to provide information of little value to consumers given the heterogeneity observed within store level comparison results. These can furthermore vary significantly depending on the set of compared products. Volatility tends to increase with the distance that separates supermarkets, which, as in the case of gasoline, suggests that search cost influence competition. Within local markets, the measured concentration is negatively correlated with price levels, which leads to question its effective relevance in terms of public policies. Price dispersion is found to increase with market price levels, which is consistent with sellers taking advantage of consumer search costs to post higher prices.

No description available.

The Law of One Price (LOP) is one of the most frequently tested economic laws. In simple terms the LOP states that once price is converted to a common currency, the same goods should sell for the same price in different countries. We have extracted the data from the price comparison website PriceSpy over seven different countries to analyze the trend in price dispersion. The methodologies we have used were regression for comparison of three different country pairs along with descriptive statistics to analyze the price dispersion trends related to the exchange rate. We concluded that there are many factors to make the fluctuation in prices and deny the LOP.