Micro-costs: Inertia in Television Viewing

• 成果类型: Article
• 署名作者: Esteves-Sorenson, Constanca; Perretti, Fabrizio
• 署名单位: Yale University
• 刊物名称: ECONOMIC JOURNAL
• ISSN/ISSBN: 0013-0133
• DOI: 10.1111/j.1468-0297.2012.02507.x
• 发表日期: 2012
• 页码: 867-902
• 关键词: competition; defaults; DESIGN; CHOICE; myopia; MODEL

摘要

We document substantial default effects despite negligible switching costs in a novel setting: television programme choice in Italy. Despite the low costs of clicking the remote and of searching across only six channels and viewers extensive experience with the decision, show choice depends strongly on whether viewers happened to watch the previous programme on the channel. Specifically, male and female viewership of the news depends on whether the preceding programme appealed to men or women, and a shows audience increases by 2-4% with an increase of 10% in the demand for the preceding programme. These results are robust to endogenous scheduling.