We consider a monopoly model in which the current demand depends positively on the excess demand in the previous period, and solve the monopolist’s dynamic optimization problem. When the demand-boosting effect and/or the discount factor are small enough, the monopolist clears the market every period. When both are sufficiently high, the optimal policy is cyclical, consisting of periods with low prices and low supply, during which demand is built up, followed by a period with high price and high supply, during which the monopolist ‘cashes in’ on the hype he has created. The length of the optimal cycle is unique and depends positively on the demand-boosting effect and discount factor. We also study welfare effects in the case where the demand-boosting effect is part of consumer surplus, and in the case where it is not. A stronger demand-boosting effect can increase total welfare in both cases.