2.16 Many supermarkets provide regular shoppers with “loyalty cards” that the shoppers swipe each time they checkout. By swiping the card, the shopper receives reduced prices on a few goods and the supermarket compiles information on all the shoppers’ purchases. Recently, some supermarkets have switched from giving the same price reductions to all shoppers to giving shoppers differing price reductions depending on their shopping history. A manager at one company that uses this approach said: “It comes down to understanding elasticity at a household level.”

a. Is the use of loyalty cards that provide the same price discounts for every shopper who uses them a form of

price discrimination? Briefly explain.

b. Why would making price discounts depend on a shopper’s buying history involve “elasticity at a household

level”? What information from a shopper’s buying history would be relevant in predicting the shopper’s response to a price discount?