报告题目 | Consumer Fairness Concerns and Dynamic Pricing in a Channel | ||
报告人（单位） | Jiang Baojun（Washington University in St. Louis） | ||
主持人 | 薛巍立 | ||
时间地点 | 时间：2021年10月 15 日（周五）上午10 点 地点：腾讯会议号 201 602 600 | ||
报告内容摘要 |
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The extant literature has shown that when a firm increases its price due to increased demand or consumer valuation, some consumers may have fairness concerns and experience psychological disutility when buying the firm’s product. This paper provides a two-period model to study the effects of consumers’ fairness concerns on firms’ dynamic pricing strategies and profits in a channel. Our analysis reveals a strategic link between the two periods—the retailer has a cost-reduction incentive of lowering its first-period price to induce the manufacturer to reduce the wholesale price in the second period. We show that consumer fairness concerns can lead to lower retail prices in both periods though the wholesale prices tend to increase in the first period and decrease in the second period. A higher demand increase in the second period can lead to a decrease in both wholesale and retail prices. Furthermore, we show that consumer fairness concerns can result in a win-win outcome for the manufacturer and the retailer.
个人简历 Baojun Jiang is an associate professor of marketing at the Olin Business School at Washington University in St. Louis. He received an M.S. in physics and an M.S. in electrical engineering from Stanford University, an M.B.A. from the University of Texas at Austin, and an M.S. and Ph.D. in information systems from Carnegie Mellon University. His current research interests include behavioral economics, the sharing economy, platform-based business models, competitive strategy, and marketing-operations interface. His research has been published in top-tier journals such as Management Science, Marketing Science, Journal of Marketing Research, Journal of Marketing, and Manufacturing & Service Operations Management. He serves as a Senior Editor at Production and Operations Management andan Associate Editor at Service Science and Decision Sciences. He is also on the Editorial Review Boards of Marketing Science and Journal of Marketing Research. | |||
