The effects of uncertainty about the timing of deals on consumer behavior

I examine the effects of uncertainty about the timing of de aIs (i.e. temporary price cuts or sales) on consumer behavior in a dynamic inventory model of consumer choice. I derive implications for purchase behavior and test them empirically, using two years of scanner data for soft drinks. I fmd that loyal consumers' decisions, both about the allocation of their purchases over time and the quantity to be purchased in a particular deal, are affected by the uncertainty about the timing of the deal for the product. Loyal consumers buy a higher fraction of their overall purchases during de ais as the uncertainty decreases. This effect increases with an increase in the product' s share of a given consumer' s purchase in the same category or if the consumer stockpiles (i.e., is a shopper). During a particular deal, loyal shoppers increase the quantity they purchase the more time that has passed since the previous de aI, and the higher the uncertainty about the deals' timing. For the non-Ioyal consumers these effects are not significant. These results hold for products that are frequently purchased, like soft-drinks and yogurt, but do not hold for less frequentIy purchased products, such as laundry detergents. The fmdings suggest that manufacturers and retailers should incorporate the effects of deals' timing on consumers' purchase' decisions when deriving optimal pricing strategies.

The welfare cost of macroeconomic uncertainty in the post-war period

Lucas (1987) has shown the surprising result that the welfare cost of business cycles is quite small. Using standard assumptions on preferences and a fully-áedged econometric model we computed the welfare costs of macroeconomic uncertainty for the post-WWII era using the multivariate Beveridge-Nelson decomposition for trends and cycles, which considers not only business-cycle uncertainty but also uncertainty from the stochastic trend in consumption. The post-WWII period is relatively quiet, with the welfare costs of uncertainty being about 0:9% of per-capita consumption. Although changing the decomposition method changed substantially initial results, the welfare cost of uncertainty is qualitatively small in the post-WWII era - about $175.00 a year per-capita in the U.S. We also computed the marginal welfare cost of macroeconomic uncertainty using this same technique. It is about twice as large as the welfare cost ñ$350.00 a year per-capita.