A Laboratory Market Investigation of Low Balling in Audit Pricing
[Auditors and regulators claim that low balling (when an auditor prices the initial audit below his or her costs) occurs in the audit market and impairs audit quality. This paper uses the experimental economics methodology to examine the economic rationale for such a practice and to test the hypothesis of low balling under different conditions of transaction costs. Assuming competitive markets, cost advantages are predicted to accrue to the incumbent auditor when transaction costs are positive. In this setting, auditors would low ball in the initial engagement, and would earn client-specific quasi-rents in subsequent engagements. Competition in the market ensures that the auditor earns from any particular client "zero" cumulative profits over time. That is, the loss incurred in the initial engagement exactly offsets the total profits earned in subsequent periods. The method of testing the low-balling hypothesis consists of six controlled laboratory market experiments. In these markets, numerous buyers and sellers form single-period contracts using a sealed-offer institution extending over a two-period trading year. Each market consists of 17 independently repeated two-period years. Two markets possess zero transaction costs, while the other four markets contain varying levels of positive transaction costs. The results are consistent with low-balling behavior and predictions. Low balling is not observed in markets with no transaction costs; i.e., sellers do not price below their costs. In this case, seller profits per year are zero and incumbent sellers are not retained by buyers in Period 2 of a trading year. In the positive transaction cost markets, low balling occurs (sellers set Period 1 prices below their costs) and incumbent sellers in Period 2 charge prices that earn them positive profits for the period. Period 2 (Period 1) prices are at (approaching) predicted levels. Seller profits for a two-period year are generally zero, implying that Period 1 losses are offset by Period 2 profits. Additionally, the incumbent seller is retained by buyers in the second period of a given trading year. Overall, the results of this study support low-balling behavior and suggest that positive transaction costs might be the cause. This study also establishes a framework that can be expanded to investigate other phenomena such as auditor quality.]