时间：2019年4月25日（周四）下午14:30-16:30
地点：紫竹国际教育园区（闵行区谈家塘路155号）A1号楼亚欧商学院417会议室
题目：Pricing as Customer Engagement: How Engagement Pricing Shapes Attitude and Purchases
报告人：袁虹 副教授 美国俄勒冈大学伦德奎斯特商学院
语言：英文
Topic: Pricing as Customer Engagement: How Engagement Pricing Shapes Attitude and Purchases
Time: 13:00-16:00pm, Apr. 25, 2019 (Thursday)
Venue: Rm 417, A1 Building, Zizhu International Education Park
Lecturer: Hong Yuan, Associate Professor, Lundquist College of Business, University of Oregon
Language: English
报告摘要：
Abstract: By proposing an effort-based model of engagement pricing, this article details how greater customer engagement (e.g., due to pay-what-you-want pricing strategies) can shape pricing attitudes and purchases. Despite its allure, customer engagement in price setting can be costly for firms. In four studies, the authors demonstrate the opposing effects of engagement pricing on attitudes and purchase intentions. The effects are driven by customer effort, such that customers favor the idea of devoting effort to determining a price, but they are reluctant to make purchases when they actually must expend effort. These effects also are enhanced by customer fatigue. Field evidence instead indicates the potential appeal of a more moderately engaging pricing strategy (i.e., pick your price) that entails choosing from among several predetermined prices, in a menu format. Among the implications for pricing theory and practice, this article particularly highlights the insights gained from examining pricing from a customer engagement perspective.
Keywords: customer engagement, engagement pricing, customer effort, customer fatigue
报告人简介：
袁虹是伦德奎斯特商学院理查德·布士市场营销学荣誉副教授。袁老师获得密歇根大学应用经济学硕士学位和市场营销学博士学位，目前任职俄勒冈大学商业研究中心主任，俄勒岗大学商学院市场营销系的博士导师，博士项目主管，以及美国国家经济研究局的研究经济学家。她的研究兴趣包括公司的定价和促销策略，消费者对定价和促销策略的反应，消费者信息搜索，以及实验和行为经济学。她在国际知名杂志发表过各种学术论文，如Journal of Consumer Psychology, Journal of Marketing Research, Management Science, Journal of Retailing, Journal of Advertising, Journal of Academy of Marketing Science, Journal of Behavioral Decision Making等顶级期刊。现任the Journal of Academy of Marketing Science 及the Journal of Retailing 评审主委会成员。
Hong Yuan is the Robert P. Booth Associate Professor of Marketing and Research Scholar at the Lundquist College of Business. Yuan earned her master’s degree in applied economics and PhD in marketing from the University of Michigan. She is currently the Director of the Business Research Institute, the PhD coordinator of the marketing department at the UO Lundquist College of Business, and a research economist for the National Bureau of Economics Research. Her research interests include firms’ pricing and promotion strategies, consumers’ responses to pricing and promotion strategies, consumer information search, and experimental and behavioral economics. She has published in various academic journals such as the Journal of Consumer Psychology, Journal of Marketing Research, Management Science, Journal of Retailing, Journal of Advertising, Journal of Academy of Marketing Science, Journal of Behavioral Decision Making, and is currently serving on the editorial review boards of the Journal of Academy of Marketing Science and the Journal of Retailing.