Retention or Acquisition? Behavior-Based Quality Disclosure II: Behavior-Based Disclosure Raises Total Two-Period Profits Exactly When the Disclosure Cost Exceeds a CutoffResearch Paper
Motivation
Firms that sell to the same customers over time learn who bought from whom. Behavior-based pricing (BBP) — charging a firm's own past customers one price and the rival's past customers another — has been studied since Fudenberg and Tirole (2000) and Villas-Boas (1999). A second instrument is the disclosure of product quality: free samples, demonstrations and trial versions reveal the quality of a new product, at a cost per customer reached. With purchase histories, a firm can disclose differently to its own customers and to the rival's: behavior-based disclosure (BBD). The classical disclosure model is Jovanovic (1982), in which costly disclosure leads a firm to reveal quality only above a threshold.
Zhang and Li (2025) combine the two instruments in a two-period Hotelling duopoly and compare BBD with uniform disclosure. Their Proposition 1 shows that BBD always raises second-period profits; this mission is about the whole game, where the answer depends on the disclosure cost.
Setting
A unit mass of customers is uniformly distributed on ; firm A is at , firm B at , the transportation cost is , marginal costs are and the market is fully covered.
Period 1. The firms charge prices . The first-period purchase splits the line at : A's old customers are (A's turf), B's are (B's turf).
Period 2. Each firm launches a new product of quality , with independent and uniform on . A firm discloses its quality to a segment iff it exceeds a disclosure threshold ; disclosing costs per customer reached. A segment that sees no disclosure believes the quality is . Under uniform disclosure each firm has one threshold for the whole line; under BBD it has for its own customers and for the rival's. On each turf the two firms then play a price game (A charges and B charges on A's turf; and on B's turf), and customers stay or switch according to their beliefs and prices.
Forward-looking customers. The share is the location of the marginal consumer, who compares the two first-period options including the expected second-period surplus of staying or switching ((6) for uniform disclosure, (15) for BBD):
Two-period profits (8) are and , with the ex ante second-period profit at share . A symmetric subgame-perfect equilibrium is a common first-period price together with a second-period equilibrium at every share and a consistent share at every price pair, such that neither firm gains from any other nonnegative first-period price. Its total profits are .
The standing assumption is (p. 8515).
Formalization targets
Goal: Proposition 3(a)
There is a cutoff such that for every , symmetric subgame-perfect equilibria exist under both regimes and, for any two of them,
The value of is left unfixed, as in the paper.
Milestones
- (5) and (14): the ex ante second-period profit as a function of and the equilibrium thresholds, in region 1, e.g. under BBD
- (7) and (16): in region 1 the first-period share is under both regimes.
- (9) and (17): existence of symmetric equilibria, and their prices
with share . 4. Table 1, total profits, both regimes, in closed form. 5. Proposition 2: a cutoff across which the comparison of first-period prices and profits reverses.
Significance
Proposition 3(a) is the paper's answer to the managerial question in its title. BBD lets a firm disclose to its own customers more often than to the rival's (retention-focused disclosure), which improves the efficiency of disclosure and raises second-period profits. In the first period, however, BBD changes how hard firms compete for customers, and when disclosure is cheap the first-period loss dominates. The result locates the sign change of the total effect at a single cutoff, and together with Proposition 2 () it separates three regimes of : total profits fall, total profits rise despite lower first-period profits, and both rise.
None of these results is formalized anywhere. The paper's proofs are in an Online Appendix and its displayed formulas are the end points of long computations. A complete development would produce:
- a machine-checked solution of a two-period Hotelling model with behavior-based pricing, including corner regions of the second-period price game;
- a costly-disclosure equilibrium in the Jovanovic style;
- a verified single-crossing analysis of algebraic functions of .
Difficulty
The model nests three equilibrium notions: a clamped price game on each turf, threshold disclosure as a best response to the rival and to the induced beliefs, and first-period pricing with forward-looking customers. The first-order condition behind (9) and (17) involves the derivative of in , and every threshold, including the rival's, moves with ; treating the rival's thresholds as fixed gives a wrong price.
The symmetric first-order condition alone does not settle the equilibrium. A deviation in first-period price can push the share outside the region where all second-period prices are interior, into the corner regions 2 and 3 of Lemma 1/2, where the second-period profit has a different form. The paper checks these deviations only in its Online Appendix.
The final comparison is a sign analysis of an expression with three different square roots on . The difference of total profits is small throughout: for example, about at and at .
Formalization scope
- Representation. Qualities are integrated by iterated interval integrals over . The base value cancels and is omitted; full coverage is built in. Prices are nonnegative, turf shares are clamped to the turf, and the nondisclosure belief stays when a firm considers a deviation.
- Equilibria, not formulas. Second-period prices are Nash equilibria of the clamped turf games for every belief pair in . Thresholds are best responses ("disclose iff " is optimal), never roots of the indifference equation. The share satisfies (6)/(15) as printed, a maximum of two expectations, with corner shares read through nearby interior shares (at an endpoint one turf is empty and its second-period prices are not pinned down, so (6)/(15) is not evaluated there). First-period deviations range over all nonnegative prices, and the second-period profile is an equilibrium at every share, including shares reached only after a deviation.
- Readings. "In region 1" for (5), (7), (14), (16) means that every belief pair on the support is in region 1: (BBD), (uniform). Table 1's uniform total profit is used; the sentence on p. 8517 prints for .
- Ruled out. Hard-wiring , defining thresholds or prices by their closed forms, or stating the goal on the Table 1 formulas alone would each trivialize the mission; the cutoff is quantified before and lies strictly inside , and existence of equilibria is part of the goal.
- Not posed. Proposition 3(b), (c) (consumer surplus and welfare are defined in the paper only by their Table 1 values) and Proposition 4.
- Needed. Piecewise-quadratic integrals over the belief support; Nash equilibria of clamped linear-demand games; existence of a consistent first-period share (an intermediate-value argument on a suitable equilibrium selection); and sign analysis with square roots. The second-period model is the same as in the companion mission on Proposition 1, and lemmas about it are reusable there. Contributions of any of the milestones, of Lemma 1/2 in all regions, or of the corner-region versions of (4), (5), (13), (14) are welcome.
Selected references
- J. Zhang and K. J. Li, Retention or Acquisition? Behavior-Based Quality Disclosure, Management Science 71(10), 8510–8525, 2025. https://doi.org/10.1287/mnsc.2022.01081
- D. Fudenberg and J. Tirole, Customer Poaching and Brand Switching (cited in Zhang and Li as "Customer poaching and firm switching"), RAND Journal of Economics 31(4), 634–657, 2000.
- J. M. Villas-Boas, Dynamic Competition with Customer Recognition, RAND Journal of Economics 30(4), 604–631, 1999.
- B. Jovanovic, Truthful Disclosure of Information, Bell Journal of Economics 13(1), 36–44, 1982.