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  • Bài trích
  • Modeling Gift Choice: The Effect of Uncertainty on Price Sensitivity /
Tác giả CN Shi Wang, Sherry.
Nhan đề Modeling Gift Choice: The Effect of Uncertainty on Price Sensitivity /Sherry Shi Wang, Ralf Van Der Lans.
Thông tin xuất bản 2018.
Mô tả vật lý p. 524-540.
Tóm tắt Gift giving generates high revenues for retailers. It is also marked with significant welfare, or deadweight, loss in that givers tend to pay more than the receivers’ valuation. Previous research has attributed this discrepancy to givers’ inaccurate predictions of the receivers’ preferences. This research demonstrates that reduced price sensitivity is another important source of the deadweight loss: givers use gift prices to signal the importance of their relationship with the receiver. In order to demonstrate this mechanism, the authors develop a new Bayesian gift-choice model that captures both preference predictions as well as the signaling value of price. The model is estimated on two choice-based conjoint studies for gift giving that allow for the manipulation of the giver’s uncertainty about the receiver’s preferences. Both studies show the strong signaling value of price, especially when givers are uncertain about receivers’ preferences. Decomposition of the deadweight loss shows that the signaling value of price is an important source of welfare loss, especially in markets with heterogeneous prices. These findings have key implications for the gift industry.
Đề mục chủ đề Marketing for retails
Thuật ngữ không kiểm soát Giá cả.
Thuật ngữ không kiểm soát Quà tặng
Thuật ngữ không kiểm soát Choice models.
Thuật ngữ không kiểm soát Deadweight loss.
Thuật ngữ không kiểm soát Gift giving.
Thuật ngữ không kiểm soát Preference predictions.
Thuật ngữ không kiểm soát Price sensitivity,
Nguồn trích Journal of Marketing Research- August 2018, Vol. 55, No. 4
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039|a20200717155058|bhuongnt|c20181112103927|dthuvt|y20181112103254|zthuvt
0410 |aeng
044 |ailu
1001 |aShi Wang, Sherry.
24510|aModeling Gift Choice: The Effect of Uncertainty on Price Sensitivity /|cSherry Shi Wang, Ralf Van Der Lans.
260|c2018.
30010|ap. 524-540.
520 |aGift giving generates high revenues for retailers. It is also marked with significant welfare, or deadweight, loss in that givers tend to pay more than the receivers’ valuation. Previous research has attributed this discrepancy to givers’ inaccurate predictions of the receivers’ preferences. This research demonstrates that reduced price sensitivity is another important source of the deadweight loss: givers use gift prices to signal the importance of their relationship with the receiver. In order to demonstrate this mechanism, the authors develop a new Bayesian gift-choice model that captures both preference predictions as well as the signaling value of price. The model is estimated on two choice-based conjoint studies for gift giving that allow for the manipulation of the giver’s uncertainty about the receiver’s preferences. Both studies show the strong signaling value of price, especially when givers are uncertain about receivers’ preferences. Decomposition of the deadweight loss shows that the signaling value of price is an important source of welfare loss, especially in markets with heterogeneous prices. These findings have key implications for the gift industry.
65010|aMarketing for retails
6530 |aGiá cả.
6530 |aQuà tặng
6530 |aChoice models.
6530 |aDeadweight loss.
6530 |aGift giving.
6530 |aPreference predictions.
6530 |aPrice sensitivity,
773|tJournal of Marketing Research|gAugust 2018, Vol. 55, No. 4
890|a0|b0|c0|d0

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