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Does "Bait and Switch" really benefit consumers? Advancing the discussion

Publication ,  Journal Article
Wilkie, WL; Mela, CF; Gundlach, GT
Published in: Marketing Science
January 1, 1998

We applaud the advances in this colloquy and the areas of convergence that are emerging. However, this reply points out that the purported benefits of "bait and switch" found in Hess and Gerstner (1998) are predicated upon (i) only a single component (availability) within the broader domain of bait and switch; (ii) the assumption that one of the parameters in the consumer utility function differs with the availability of advertised brands; and (iii) a further assumption that no other parameters in the model will change when the availability condition changes. After assessing these developments, we conclude that i) the legal status of bait-and-switch schemes is fine as it stands; ii) when understood in their true complexity, parameters in the consumer utility functions likely will not differ with regard to availability, thus obviating the finding of increased consumer welfare; and iii) even if it is believed that utility functions would differ, effects on other model parameters clearly suggest that consumers will be worse off with bait and switch. Despite these differences, however, we are pleased with the developments the dialogue has produced.

Duke Scholars

Published In

Marketing Science

DOI

ISSN

0732-2399

Publication Date

January 1, 1998

Volume

17

Issue

3

Start / End Page

290 / 293

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1505 Marketing
 

Citation

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Wilkie, W. L., Mela, C. F., & Gundlach, G. T. (1998). Does "Bait and Switch" really benefit consumers? Advancing the discussion. Marketing Science, 17(3), 290–293. https://doi.org/10.1287/mksc.17.3.290
Wilkie, W. L., C. F. Mela, and G. T. Gundlach. “Does "Bait and Switch" really benefit consumers? Advancing the discussion.” Marketing Science 17, no. 3 (January 1, 1998): 290–93. https://doi.org/10.1287/mksc.17.3.290.
Wilkie WL, Mela CF, Gundlach GT. Does "Bait and Switch" really benefit consumers? Advancing the discussion. Marketing Science. 1998 Jan 1;17(3):290–3.
Wilkie, W. L., et al. “Does "Bait and Switch" really benefit consumers? Advancing the discussion.” Marketing Science, vol. 17, no. 3, Jan. 1998, pp. 290–93. Scopus, doi:10.1287/mksc.17.3.290.
Wilkie WL, Mela CF, Gundlach GT. Does "Bait and Switch" really benefit consumers? Advancing the discussion. Marketing Science. 1998 Jan 1;17(3):290–293.

Published In

Marketing Science

DOI

ISSN

0732-2399

Publication Date

January 1, 1998

Volume

17

Issue

3

Start / End Page

290 / 293

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1505 Marketing