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PayingNottoGototheGym ∗

By Stefano Dellavigna and Ulrike Malmendier

Abstract

How do consumers choose from a menu of contracts? We analyze a novel data set from three US health clubs with information on both the contractual choice and the dayto-day attendance decisions of 7,752 members over three years. The observed consumer behavior is difficult to reconcile with standard preferences and beliefs. First, members who choose a contract with a flat monthly fee of over $70 attend on average 4.3 times per month. They pay a price per expected visit of more than $17, even though they could pay $10 per visit using a 10—visit pass. On average, these users forgo savings of $600 during their membership. Second, consumers who choose a monthly contract are 17 percent more likely to stay enrolled beyond one year than users committing for a year. This is surprising because monthly members pay higher fees for the option to cancel each month. We also document cancellation delays and attendance expectations, among other findings. Leading explanations for our findings are overconfidence about future self-control or about future efficiency. Overconfident agents overestimate attendance as well as the cancellation probability of automatically-renewed contracts. Our results suggest that making inference

Year: 2014
OAI identifier: oai:CiteSeerX.psu:10.1.1.415.4714
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