Preference-Based Discrimination and Profit: On the Profitability of Discriminatory Spatial Policy

In many markets, firms are able to conduct discriminatory strategies based on whether a customer prefers a competitors' product or their own. This article considers the impact of such discrimination in duopoly models in which firms set prices and conduct precontract-customization efforts for some customers. We identify two effects: (1) The ability to conduct preference-based discrimination increases equilibrium profit as long as long as precontract customization is at least modestly important in competitive dynamics; and (2) The ability to conduct preference-based discrimination enhances social welfare if any precontract customization is done. Copyright 2004 Blackwell Publishing, 350 Main Street, Malden, MA 02148, USA, and 9600 Garsington Road, Oxford OX4 2DQ, UK..