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Bidding Behavior in Descending and Ascending Auctions
Cheema, Amar; Chakravarti, Dipankar; Sinha, Atanu R. - In: Marketing Science 31 (2012) 5, pp. 779-800
This research examines how individual differences and institutional practices influence consumer bidding in auctions. Bidders may be motivated by different goals, e.g., <i>thrill</i> (of winning the item, with minimal attention to what they pay for it) versus <i>prudence</i> (winning the item at a price at or...
Persistent link: https://www.econbiz.de/10010990386
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Consumer Mental Accounts and Implications to Selling Base Products and Add-ons
Erat, Sanjiv; Bhaskaran, Sreekumar R. - In: Marketing Science 31 (2012) 5, pp. 801-818
penetration pricing strategies (such as loss leader pricing) suboptimal. Furthermore, the identified bias leads the firm to spend …
Persistent link: https://www.econbiz.de/10010990394
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Profitability of the Name-Your-Own-Price Channel in the Case of Risk-Averse Buyers
Shapiro, Dmitry - In: Marketing Science 30 (2011) 2, pp. 290-304
In this paper, I study profitability of the name-your-own-price channel (NYOP) in the presence of risk-averse buyers. First, I provide conditions that guarantee that for the monopolistic seller the NYOP is more profitable than the posted price. Second, I consider a more competitive framework...
Persistent link: https://www.econbiz.de/10009218480
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The Design of Durable Goods
Koenigsberg, Oded; Kohli, Rajeev; Montoya, Ricardo - In: Marketing Science 30 (2011) 1, pp. 111-122
The use of a durable good is limited by both its physical life and usable life. For example, an electric-car battery can last for five years (physical life) or 100,000 miles (usable life), whichever comes first. We propose a framework for examining how a profit-maximizing firm might choose the...
Persistent link: https://www.econbiz.de/10009218483
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Intraconnectivity and Interconnectivity: When Value Creation May Reduce Profits
He, Tingting; Kuksov, Dmitri; Narasimhan, Chakravarthi - In: Marketing Science 31 (2012) 4, pp. 587-602
This paper analyses firms' decisions to provide connectivity to their customers. We distinguish between intraconnectivity--the ability of one firm's customers to connect to each other--and interconnectivity--the ability of one firm's customers to connect with another firm's customers. The...
Persistent link: https://www.econbiz.de/10010630464
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Social Sharing of Information Goods: Implications for Pricing and Profits
Galbreth, Michael R.; Ghosh, Bikram; Shor, Mikhael - In: Marketing Science 31 (2012) 4, pp. 603-620
firm pricing and profits depends critically on two elements: the structure of the underlying consumer network and the … firm can benefit from increased social sharing if the level of sharing is already high, enabling a pricing strategy …
Persistent link: https://www.econbiz.de/10010630475
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The Benefit of Uniform Price for Branded Variants
Chen, Yuxin; Cui, Tony Haitao - In: Marketing Science 32 (2013) 1, pp. 36-50
The extensive adoption of uniform pricing for branded variants is a puzzling phenomenon, considering that firms may …. Interestingly, we find that uniform pricing induced by consumers' concerns of fairness can actually help mitigate price competition … not have an incentive to unilaterally mitigate consumers' concerns of price fairness to its own branded variants, which …
Persistent link: https://www.econbiz.de/10010631257
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Empirical Marketing Generalization Using Meta-Analysis
Farley, John U.; Lehmann, Donald R.; Sawyer, Alan - In: Marketing Science 14 (1995) 3_supplement, pp. 36-36
A decade of work in marketing meta-analysis has produced empirical generalizations concerning parameters in models of advertising, price, diffusion, and consumer behavior. Results from these meta-analyses should replace the now discredited zero null hypotheses of such parameters in future work....
Persistent link: https://www.econbiz.de/10009144082
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Game Theory and Empirical Generalizations Concerning Competitive Promotions
Rao, Ram C.; Arjunji, Ramesh V.; Murthi, B. P. S. - In: Marketing Science 14 (1995) 3_supplement, pp. 89-89
This paper offers the generalization that competitive promotions are mixed strategies. First an empirical regularity is established that promotions are independent across competitors. This regularity is then elaborated on in the context of a promotion game. The promotion game is linked to...
Persistent link: https://www.econbiz.de/10009144094
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—Special Section Introduction
Roberts, John H.; Lilien, Gary L. - In: Marketing Science 28 (2009) 4, pp. 617-619
We introduce the work of the finalists in the 2007 ISMS Practice Prize Competition, representing the best examples of rigor plus relevance that our profession produces. The winner, describing a collaboration between National Academies Press and a team based at the University of Maryland,...
Persistent link: https://www.econbiz.de/10009145749