Pay What You Want (PWYW) can be an attractive marketing strategy to price discriminate between fair-minded and selfish customers, to fully penetrate a market without giving away the product for free, and to undercut competitors that use posted prices. We report on laboratory experiments that...

Current complex dynamic markets are characterized by numerous brands, each with multiple products and price points, and differentiated on a variety of product attributes plus a large number of new product introductions. This study seeks to analyze dynamic pricing paths in a highly complex...

A major limitation for e-commerce retailers remains the lack of physical touch and feel of products before purchase. Potential buyers may be reluctant to purchase such products online because of the limited ability to evaluate physical product attributes and to infer their performance in digital...

Investors increasingly can obtain assistance from “robo-advisors,” artificial intelligence–enabled digitalized service agents imbued with anthropomorphic design elements that can communicate using natural language. The present article considers the impact of anthropomorphized robo-advisors...

Brick-and-mortar retailers face increasing competition from online merchants who often provide better customer experience than incumbents. However, digital technologies enable brick-and-mortar retailers to improve customer engagement and retention. In this study, the authors investigate how the...

Mobile sensing technologies enable firms to target ads based on consumers’ real-time locations. While this practice may repeatedly expose consumers to the same ad, the impact of mobile ad repetition is poorly understood since it is typically confounded with locational context effects. In this...