Traditional models of portfolio choice assume that investors can continuous
ly trade unlimited amounts of securities. In reality, investors face liquid
ity constraints. I analyze a model where investors are restricted to tradin
g strategies that are of bounded variation. An investor facing this type of
illiquidity behaves very differently from an unconstrained investor. A liq
uidity-constrained investor endogenously acts as if facing borrowing and sh
ort-selling constraints, and one may take riskier positions than in liquid
markets. I solve for the shadow cost of illiquidity and show that large pri
ce discounts can be sustained in a rational model.