They have to decide:
a) Whether to compete aggressively & capture larger market share.
b) Co-operate and compete more passively.
Actually both the firms would do better by co-operating and charging high price. But the firms are
in prisoners’ dilemma, where neither can trust its competitors to set a higher price.
Other Classic example of prisoner’s dilemma in the real world is encountered when two
competitors are battling it out in the marketplace. Many sectors of the economy have two main rivals. In
the U.S., for example, the fierce rivalry between Coca-Cola (NYSE:KO) and PepsiCo (NYSE:PEP) in soft
drinks. Consider the case of Coca-Cola versus PepsiCo, and assume that the former is thinking of cutting
the price of its iconic Coke drink. If it does so, Pepsi may have no choice but to follow suit for its Pepsi
Cola to retain its market share. This may result in a significant drop in profits for both companies. A price
drop by either company may therefore be construed as defecting, since it breaks an implicit agreement to
keep prices high and maximize profits. Thus, if Coca-Cola drops its price but Pepsi continues to keep
prices high, the former is defecting while the latter is cooperating (by sticking to the spirit of the implicit
agreement). In this scenario, Coca-Cola may win market share and earn incremental profits by selling more
Coke drinks.
The prisoner’s dilemma can be used to aid decision-making in a number of areas in one’s personal
life, such as buying a car, salary negotiations and so on. For example, assume you are in the market for a
new car, and you walk into a car dealership. The utility or payoff in this case is a non-numerical attribute,
i.e. satisfaction with the deal. You obviously want to get the best possible deal in terms of price, car
features, etc. while the car salesman wants to get the highest possible price to maximize his commission.
Cooperation in this context means no haggling; you walk in, pay the sticker price (much to the salesman’s
delight) and leave with a new car. On the other hand, defecting means bargaining; you want a lower price,
while the salesman wants a higher price. Assigning numerical values to the levels of satisfaction, where 10
means fully satisfied with the deal and 0 implies no satisfaction, the payoff matrix is as shown below:
Car Buyer vs. Salesman – Payoff Matrix
Salesman
Cooperate Defect
Buyer
Cooperate (a) 7, 7 (c) 0,10
Defect (b) 10, 0 (d) 3, 3
What does this matrix tell us? If you drive a hard bargain and get a substantial reduction in the car price,
you are likely to be fully satisfied with the deal, but the salesman is likely to be unsatisfied because of the
loss of commission (as can be seen in cell b). Conversely, if the salesman sticks to his guns and does not
budge on price, you are likely to be unsatisfied with the deal while the salesman would be fully satisfied
(cell c). Your satisfaction level may be less if you simply walked in and paid full sticker price (cell a). The
salesman in this situation is also likely to be less than fully satisfied, since your willingness to pay full price
may leave him wondering if he could have “steered” you to a more expensive model, or added some more
bells and whistles to gain more commission. Cell (d) shows a much lower degree of satisfaction for both
buyer and seller, since prolonged haggling may have eventually led to a reluctant compromise on the price
paid for the car.
The prisoner’s dilemma shows us that mere cooperation is not always in one’s best interests.
In fact, when shopping for a big-ticket item such as a car, bargaining is the preferred course of action from
the consumers' point of view. Otherwise the car dealership may adopt a policy of inflexibility in price
negotiations, maximizing its profits but resulting in consumers overpaying for their vehicles.
Understanding the relative payoffs of cooperating versus defecting may stimulate you to engage in
significant price negotiations before you make a big purchase.