Book excerpt: Our simulations indicate that their choices of which contracts to offer are profit-maximizing. However, many retailers prefer to utilize linear pricing contracts even when our model indicates that this may not be profit-maximizing. The third chapter incorporates positive feedback reciprocity in a repeated moral hazard game In this environment, buyers observe feedback left for them before reporting feedback to the mechanism. Buyer feedback reports depend jointly on feedback received and the actual outcome of the transaction. Reciprocal preferences influence buyers and lead to inaccurate feedback reports that deviate from actual outcomes. Contrary to intuition, inaccurate feedback does not always harm equilibrium payoffs. If the feedback remains sufficiently informative, positive reciprocity increases the efficiency of the mechanism by reducing the amount of punishment that occurs in equilibrium.