报告题目 | Peer-induced fairness and personalized pricing in a channel | |
报告人（单位） | 张建强 教授（江苏师范大学） | |
主持人（单位） | 高星 (东南大学) | |
在线会议信息 | 时间：2020年6月17日20:00 腾讯会议ID：665 892 090 | |
报告内容摘要 | ||
Consumers incur utility loss when they find that their peers pay different prices for the same product, which seemingly poses a threat to firms practising personalized pricing. This paper studies the interaction between peer-induced fairness and personalized pricing in a distribution channel consisting of one manufacturer and one retailer. While consumers are fair-minded, the retailer can apply personalized prices. Using a game-theoretic approach, we find that consumer fairness concern compels the retailer to reduce prices. However, the retailer will reduce the price toward high-valued consumers by a larger amount than the price toward low-valued consumers. This drives the manufacturer to offer a much lower wholesale price. As a result, the retailer using personalized pricing is better off in the presence of consumer fairness concern. This finding still holds when the capability of personalized pricing is endogenous, when social comparison may increase a consumer’s utility, and when the degree of fairness concern depends on the size of population. These effects are unique to peer-induced fairness, while related emotions such as distributional fairness concern cannot improve the retailer’s profit. | ||
报告人简介 | ||
张建强，江苏师范大学教授，东南大学管理学博士，德克萨斯大学奥斯汀分校、印第安纳大学访问学者。曾获江苏省优秀博士学位论文，入选江苏高校“青蓝工程”优秀青年骨干教师。在Management Science、Omega、European Journal of Operational Research、International Journal of Production Research、Quantitative Marketing and Economics、Marketing Letters、Information Economics and Policy等学术期刊上发表多篇论文，担任国际、国内权威期刊的审稿人，担任国家自然科学基金项目通讯评审专家。主持国家自然科学基金项目、教育部人文社会科学项目、江苏高校哲学社会科学项目等课题。研究方向主要为运营与营销管理。 | ||
