Resumen
We consider fixed and asking price strategies in the context of selling an asset with Bernoullian updating of the seller?s subjective probability of sale at a given price. The determination of optimal fixed, asking and endogenous reservation prices is discussed under risk-neutrality and expected utility maximisation. With risk-neutrality, the optimal asking price exceeds the optimal fixed price when the expected gain is a strictly concave function. The seller?s choice between the fixed and the asking price strategies depends on several factors: the expected cost of haggling, price competition and the seller?s attitude towards risk.