My Business Acumen is Well Documented
Wednesday, September 8, 2010
Ethics? Who needs them?
For a class, I read an old (1986) paper by Kahneman, Knetsch, and Thaler on fairness. It’s based on surveys posing various hypothetical situations where businesses can take some action. For example, most people thought that it was OK for a grocer to pass on a wholesale price increase to consumers (Question 7) but not to raise prices because there is a general shortage and the grocer has the only shipment of a certain item (Question 12). In short, people have an intrinsic sense of fairness the authors summarize this way: “The cardinal rule of fairness is surely that one person should not achieve a gain by simply imposing an equivalent loss on another.”
Today in class, the professor posed the first question from the paper:
“A hardware store has been selling snow shovels for $15. The morning after a large snowstorm, the store raises the price to $20.”
In 1986, 82 percent of respondents thought this was unfair. In class, it was about 50-50.
As the professor said, this is probably because there are a lot of business school students in this class. Business school students are classic Econ 101 robots. They know enough to know that if there is a demand shift, not only is it OK to raise prices, but you should raise prices in order to clear the market. In this case, supply is fixed in the short term, so raising the price won’t increase supply; the Econ 101 argument is that raising the price allocates the shovels to people who will derive more utility from them (because they will pay more), thereby increasing social welfare.
I was taught that, if you shifted prices too quickly in the wake of a natural disaster, you were inviting trouble from the do-gooders who would charge you with price gouging.
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