Pricing and Promotions
Subscription Programs and Customer BehaviorSep 20, 2019 Raghuram Iyengar, University of Pennsylvania
Raghu Iyengar will discuss the causal effect of customers’ adoption of a subscription program on their subsequent purchases.
Why Digital Goods Are Valued Less Than Physical GoodsJun 14, 2019
Carey Morewedge, Boston University
Many digital goods such as souvenir photographs, books, and films are substantive innovations relative to their physical counterparts. Despite this, consumers may ascribe less value to digital than to physical versions of the same good.
Poster: Organizational Buying and Innovation Adoption Under Share of Wallet ContractsApr 15, 2019 Navid Mojir, Harvard University
Navid Mojir explores the impact of “share of wallet” contracts on purchasing decisions and how they can potentially speed up diffusion of innovation in the context of a medical device market.
Pricing Power: Measures, Trends and Influences on Firm ValueMar 4, 2019 Yang Pan and Thomas S. Gruca, University of Iowa, and Lopo Rego, Indiana University, 2019, 19-112-03
Pricing power is highly prized by investors and managers, but almost totally ignored by marketing academics. This study examines two metrics over 40 years, and finds, paradoxically, that pricing power seems to be increasing and decreasing simultaneously.
The Impact of Coupons on the Search-to-Purchase Funnel: Theory and Empirical EvidenceFeb 1, 2019 Arun Gopalakrishnan and Young-Hoon Park, 2019, 19-106-01
Evidence on coupon effects in the entire search-to-purchase funnel changes the decision calculus for designing targeted promotions. The majority of sales lift is from indirect advertising effects - coupon redemption accounted for only 20% of purchases.
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