- Sep 4, 2005
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It's very easy to predict how the market will react. If someone is selling widgets for $20, and someone else is selling the same widget for $10, all other things being equal, we will buy from the person selling for $10. This is a science experiment we all participate in almost every day. The science is so "hard" a 5 y.o. child can understand it.
That would be just an acknowledgement of the general principles of supply/demand/pricing on a broader level.
But the study goes much deeper than that, and drifts off into several other speculative concepts.
That "all other things equal" is the kicker... it makes for a clean analysis on paper for a Econ 101 homework assignment, but is one that never plays out in the real world.
In my 40+ years, I don't know that I've ever encountered the situation where there's two identical businesses, equidistance from my current location, that are selling identical products, that are equals in every way (to where price is literally the only deciding factor)
Some examples:
Millennials and GenZ have an interesting shopping pattern (according to the data) where they will actually pay more for the same product, for reasons that have nothing to do with the product itself -- brand association, the company having views on other issues that match their own.
Likewise, some people will avoid certain brands for the same reason.
Certain fad products will become a boom for reasons that could've never been predicted, and then fizzle out just as quickly.
Myself as an example... when I do my grocery shopping, I'll actually drive a little further, and pay a little more, to buy the exact same stuff, because prefer to shop in comfort in a less congested store. I have family members that are the complete opposite, they'll enter the Thunderdome that is Walmart on Saturday morning, in order to save $7 on their weekly shopping trip or take advantage of a specific sale.
A big part of microeconomics is a subfield referred to as "behavioral economics", and is highly speculative. As, a huge percentage of our purchases don't follow the textbook supply-demand curve.
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