Essays On Participatory Pricing Branding And Consumer Behavior
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Essays On Participatory Pricing Branding And Consumer Behavior
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Author : James Blair
language : en
Publisher:
Release Date : 2018
Essays On Participatory Pricing Branding And Consumer Behavior written by James Blair and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with Brand choice categories.
Essays On The Effects Of Partitioned Pricing Strategies And Branding Decisions On Consumer Behavior
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Author : Alexander Rühle
language : en
Publisher:
Release Date : 2012
Essays On The Effects Of Partitioned Pricing Strategies And Branding Decisions On Consumer Behavior written by Alexander Rühle and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with categories.
Essays On Two Novel Pricing Mechanisms
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Author : Paul Mills (Writer on marketing)
language : en
Publisher:
Release Date : 2017
Essays On Two Novel Pricing Mechanisms written by Paul Mills (Writer on marketing) and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with categories.
This dissertation addresses two major themes in behavioral pricing; how consumers construct and use reference prices to judge the attractiveness of a price, and how guilt, and perceptions of fairness, influence consumer behavior. Essay 1 examines how consumers judge the attractiveness of prices in a new context. Prior research on coupons has focused on individual coupons that are "pushed" to consumers. When assessing individual coupons, consumers are apt to use a memory-based, or internal reference price strategy that relies on past purchases to assess price attractiveness. This dissertation examines a setting in which supermarket shoppers scan a product's bar code to receive a set mobile coupons for competing products. Coupon values are customized according to each customer's redemption history. Evaluating a set of "pull" coupons prompts some consumers to use a comparative, or stimulus-based reference price strategy. By segmenting consumers according to which strategy they use, I model how coupon value, the number of competing coupons, range of prices for competing brands, and brand loyalty influence redemption behavior over months of coupon use. While my research focuses on mobile coupons, the findings may be useful to marketers interested in other settings where consumers receive information about competing brands, such as the price comparison tools and recommendation engines used by retailers like Google and Amazon.Within the behavioral pricing literature, price fairness has important status, since firms' profits are constrained by fear of perceived price exploitation. Since firms have traditionally had the power to set prices, most studies have examined price fairness from the firm's perspective. However, as consumers' power increases, so does their tendency to take advantage of companies. Essay 2 addresses a gap in the price fairness literature by empirically testing whether an individual trait, anticipated guilt, together with information about social norms of fairness, constrain the selfish behavior of consumers who are allowed to pay any price they want. I find that anticipated guilt, contingent on the salience of social norms, plays a significant role in determining how selfishly consumers behave. Guilt proneness matters more when consumers are less certain about what response is socially acceptable than when they are provided with information about what others consider fair. I then show that these results are robust across two other settings prone to opportunism: abusing merchandise return policies, and engaging in computer piracy.
Three Essays On Consumer Behavior In Virtual Community
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Author : Yiyan Stella Li
language : en
Publisher: Open Dissertation Press
Release Date : 2017-01-27
Three Essays On Consumer Behavior In Virtual Community written by Yiyan Stella Li and has been published by Open Dissertation Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-01-27 with categories.
This dissertation, "Three Essays on Consumer Behavior in Virtual Community: EWOM, Online Trust, and Dynamic Impacts on Brand Selection" by Yiyan, Stella, Li, 李藝燕, was obtained from The University of Hong Kong (Pokfulam, Hong Kong) and is being sold pursuant to Creative Commons: Attribution 3.0 Hong Kong License. The content of this dissertation has not been altered in any way. We have altered the formatting in order to facilitate the ease of printing and reading of the dissertation. All rights not granted by the above license are retained by the author. Abstract: Abstract of thesis entitled Three Essays on Consumer Behavior in Virtual Community: eWOM, Online Trust, and Dynamic Impacts on Brand Selection submitted by Stella Yiyan Li for the degree of Doctor of Philosophy at the University of Hong Kong in June 2007 As increasing numbers of people log into Virtual Communities (VCs) to meet new friends and solve problems, VCs have become an important social phenomenon that attracts research attention from different disciplines. Existing consumer research focuses on the individual motives behind participation in VCs and how brand-based VCs affect consumers' brand loyalty, but neglects the roles of the other important form of VCs, the product-based VCs. Moreover, the dynamic influences remain open to questions. By incorporating social capital theory and emerging theories relevant to VC research, this thesis aims to advance knowledge about the dynamic influences of product-based VCs on consumer behaviour in terms of eWord-of Mouth (eWOM), trust formation, and brand selection. The first study examines eWOM in VCs. WOM is a highly respected form of marketing information. However, because it is difficult to study WOM in the face-to-face context, researchers have limited understanding of its sources of effectiveness or its effects beyond product and brand communications. By conducting a netnography of beauty product enthusiasts in China in order to understand eWOM, the findings of this iistudy reveal four categories of responses: (1) sources of social capital, (2) brand choice facilitation, (3) persuasion knowledge development, and (4) consumer reflexivity. The thesis also proposes a model and offers a set of postulates to guide future research directions. The second study tests the antecedents and consequences of trust formation in VCs. IS research investigates the domains of interpersonal and system trust using streams of research based on different paradigms. Considering the continuous proliferation of VCs, this thesis proposes an integrative model that combines both trust components. Drawing insights from social capital theory, this study extends the research context to a VC sponsored by a commercial portal. Furthermore, it postulates that (1) structured VC contents and members' cognitive and relational motivations are antecedents to both trust components; (2) interpersonal trust is distinct from, and an important driver of, system trust; and (3) both trust components stimulate member online loyalty which enhances value for the sponsoring portal. Tests of the model's hypotheses using an online survey of 899 VC members support propositions in this study and offer both research and managerial implications. The third study examines the dynamic influences of VCs on brand selection. Various studies prove that brand-based VCs strengthen participants' brand loyalty. What remains unclear is how product-based VCs affect consumers' brand selection and how those impacts evolve over time. Using a longitudinal study of 277 members from the same VC, I demonstrate that individual motives (informational and social) and susceptibility to VC normative influence not only enhance consumers' loyalty toward a favourite brand but also increase variety-seeking intentions and consideration set size in iiibrand selection. Informational motives play dominant roles in enhancing variety-seeking intenti
Essays On Consumer Participation In Pricing
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Author : Karl Behruz Homayun Akbari
language : en
Publisher:
Release Date : 2020
Essays On Consumer Participation In Pricing written by Karl Behruz Homayun Akbari and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020 with categories.
Essays In Consumer Behavior And Pricing
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Author : Ammara Mahmood
language : en
Publisher:
Release Date : 2014
Essays In Consumer Behavior And Pricing written by Ammara Mahmood and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with Consumer behavior categories.
Essays On Consumer Shopping Behavior And Price Dispersion
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Author : Aleksandr Yankelevich
language : en
Publisher:
Release Date : 2011
Essays On Consumer Shopping Behavior And Price Dispersion written by Aleksandr Yankelevich and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Electronic dissertations categories.
Essay 1: "Price-Matching in a Sequential Search Duopoly" While substantial research has tried to determine if price-matching guarantees are anti-competitive, most previous studies have overlooked the effect that these policies have on consumer search behavior. This essay examines how price-matching guarantees affect consumer behavior and prices in a model of sequential price search. By endogenizing consumers' acquisition of price information, I find that price-matching may raise prices in three new ways. First, price-matching diminishes firms' incentives to lower prices to attract consumers who have no cost of search. Second, for consumers with positive search costs, price-matching lowers the marginal benefit of search, inducing them to accept higher prices. Finally, higher prices may come about because price-matching can lead to asymmetric equilibria where one firm runs fewer sales and both firms tend to offer smaller discounts than in a symmetric equilibrium. These price increasing effects grow in proportion to the number of consumers who make use of price-matching guarantees as well as in the amount of asymmetry that prevails in equilibrium. Essay 2: "Asymmetric Sequential Search" (with Carmen Astorne-Figari) Rival firms often find themselves catering to a very different mix of customers from that of their competitors. This can lead to variations in pricing behavior even when other factors, such as product quality and the cost of production, are held constant across firms. In this essay, we use a model of sequential consumer price search to explore how asymmetries in the demand structures across firms impact firm pricing. In our model, a fraction of consumers must pay a cost to search for prices beyond their local firm and firms serve different fractions of local consumers. The price distribution of a firm with more local consumers first order stochastically dominates that of a firm with fewer local consumers and places positive probability on its upper bound. This means that a firm with more local consumers has a higher average price and runs sales less frequently. The frequency of sales diminishes in the number of local consumers, but price dispersion persists even if all consumers are local to a single firm. Moreover, as the fraction of consumers who search without cost increases, firms tend to offer bigger discounts, while the likelihood of a sale may fall. Essay 3: "Energizer: The Bunny or the Battery? Advertising as a Way to Publicize Either the Brand or the Good" (with Carmen Astorne-Figari) Experimental studies and surveys of consumers suggest that an important role of advertising is to convince consumers that they want the product and to buy it from the brand advertising it. However, because of competitive clutter, an advertisement that induces a consumer to enter the market may lead her to purchase from a competing brand. Thus, we can characterize two effects of advertising: (i) an effect that benefits the individual firm by promoting binding between the brand and the advertised good and (ii) a "public good" quality that benefits all producers of the good by inducing additional consumers to enter the market. We analyze these two effects to study the relationship between advertising and market size, price, firm profit and consumer welfare.
Three Essays On Regulatory Focus Consumer Creativity And Co Creation
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Author : Kelly Naletelich
language : en
Publisher:
Release Date : 2018
Three Essays On Regulatory Focus Consumer Creativity And Co Creation written by Kelly Naletelich and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with Advertising categories.
Co-creation has been conceptualized in a number of ways but is generally referred to as an ongoing partnership between a firm and stakeholders (i.e. consumers) to collaboratively identify and solve mutually beneficial issues. While current scholarship has deepened our knowledge about the process of including consumers in the co-production of value, much remains to be learned. This is particularly true with respect to the consumer behavior side of the discipline as it pertains to creativity and motivation. Thus, the focus of the following three essays is to investigate how customer participation in the ideation of products and advertising influences down-stream responses, depending upon an individual's regulatory focus. According to regulatory focus theory, individuals are motivated to pursue their goals based upon two distinct self-regulatory systems known as promotion and prevention. Promotion-focused consumers are most concerned with the achievement of accomplishments and aspirations, which often results in approach oriented behavior. In contrast, prevention focused individuals seek to avoid negative end states, such as losses, and therefore are concerned with their security, duties, and obligations, resulting in avoidance-related behavior. These two distinct motivational states influence the way these individuals approach creative goals, which shares commonalities with co-creation. By its very nature, the goal of co-creation is to develop novel output, which often requires creativity. However, the way promotion versus prevention consumers approach creativity significantly varies, and therefore, the purpose of the present research is to understand how regulatory focus interacts with co-creation across three specific contexts to influence consumer responses. Essay 1, titled "From Ordinary to Extraordinary: Using Analogies to Increase Consumer-Brand Outcomes," finds across two studies that when engaging in co-creation, promotion focused individuals have significantly greater purchase intentions if first given an analogical reasoning task prior to a co-creation activity. Prevention-focused consumers (who are often considered less creative) can also experience heightened creativity and purchase intentions if first primed with images having common ground (near analogies) as inspiration, compared to promotion individuals who need images with less common ground (far analogies). In addition, study 1 found that an analogical reasoning task produces ideas that are significantly more creative than providing no task, whereas study 2 finds that far visual analogies produce ideas that are significantly more creative than near analogies. Two post-hoc studies also provide additional insights. Essay 2, titled "Advertising Co-Creation to Decease Texting and Driving: A Regulatory Focus Perspective," demonstrates that co-creation and creativity can also be helpful within a social marketing context (i.e. texting and driving). Construal level theory is combined with regulatory focus theory to show how user generated advertisements about the dangers of texting and driving are more effective at decreasing harmful behavior than an ad that was not self-created. However, it depends upon who the advertisement is created for (i.e. social distance). Across 4 studies, essay 2 finds that a co-created advertisement, as opposed to an ad that was no self-created, is more effective at reducing cell phone related distracted driving because it encourages deeper processing of information which then increases mental imagery and advertisement believability. However, the effectiveness of a co-created ad for decreasing harmful texting behavior can be further enhanced by asking promotion focused consumers to create a socially far advertisement (i.e. ad for an average college student) vs a socially near advertisement (i.e. ad for best friend) for prevention focused individuals. Analytical vs. imagery processing are offered as explanations. Essay 3, titled "Regulatory Focus and Creativity: How an Episodic Induction Enhances Self-Perceived Levels of Creativity and Downstream Consumer-Brand Responses," explores the differences between prevention and promotion individuals pertaining to their self-views of creativeness and how this influences brand responses. Specifically, 5 studies demonstrate that promotion individuals have more positive brand responses (i.e. willingness to pay) when engaging in a creative brand encounter because they have more certainty in their own ideas which increases self-perceived level of creativity. However, prevention individuals can also experience positive outcomes by appealing to their episodic memory through a remembering the past task, which helps them to have more certainty in their own ideas which then increases self-perceived level of creativity. These positive outcomes can be further strengthened by prompting prevention consumers to remember a positive past experience. In summary, these three essays provide a solid foundation of how regulatory focus interacts with co-creation and creativity to influence down-stream responses. Essay 1 provides evidence for the merits of giving consumers a creative task that matches their regulatory focus prior to engaging in a creative brand encounter. Next, essay 2 explores how advertising co-creation can be an effective way of reducing texting and driving behavior among college students. Lastly, essay 3 examines how self-perceived creativity influences downstream brand responses depending upon one's regulatory focus.
Essays On Dynamic Pricing With Nuances Of Consumer Behavior And Social Influcences
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Author : Jafar Chaab
language : en
Publisher:
Release Date : 2023
Essays On Dynamic Pricing With Nuances Of Consumer Behavior And Social Influcences written by Jafar Chaab and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023 with categories.
Essays In The Economics Of Electronic Commerce
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Author :
language : en
Publisher: Stanford University
Release Date :
Essays In The Economics Of Electronic Commerce written by and has been published by Stanford University this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.