Forthcoming in the AER: "Sophisticated Consumers with Inertia: Long-Term Implications from a Large-Scale Field Experiment" by Klaus M. Miller, Navdeep S. Sahni, and Avner Strulov-Shlain.
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Sophisticated Consumers with Inertia: Long-Term Implications from a Large-Scale Field Experiment
(Forthcoming Article) - Are consumers aware of their future inertia? We run a field experiment that offers over a million
readers of a European newspaper auto-renewing or auto-canceling contracts. Many consumers are inert
yet most anticipate and account for their inertia: though offering auto-renewing contracts benefits the
firm in the short-term, it lowers subscriptions take-up by 35% and total subscribers by 23% over 20
months. Inertia’s impact on market outcomes depends on consumers’ overall awareness of it, which is
often ignored by the literature, firms, and policy makers. In our context, consumer sophistication limits
the firm from exploiting their behavioral limitations.