The role of ambiguity tolerance in consumer perception of remanufactured products

This study examines ambiguity tolerance, perceived quality, and willingness to pay for remanufactured products. We found evidence to support a direct relationship between a consumer's tolerance for ambiguity and their willingness to pay for remanufactured products. There was also support for an indirect relationship between ambiguity tolerance and willingness to pay that is mediated through perceived quality. Extant literature often lacks an empirical justification regarding costing and quality assumptions for remanufactured products. This research provides such justification while also offering an explanation as to why consumers view remanufactured products as being of lower quality and are less willing to pay for them. Those employed in the remanufacturing industry are advised to reduce the level of ambiguity associated with their remanufacturing processes in order to command higher prices for their products in the marketplace.     

How Do Consumer Characteristics Affect the Bias in Measuring Willingness to Pay for Innovative Products?

Getting the price right is essential for successful new product introductions. An accurate estimate of consumers' willingness to pay is a crucial part of this task. Measurement of willingness to pay for innovations, however, often yields biased results. In this paper, we investigate consumer‐related characteristics and motives that might underlie this bias. Drawing on the elaboration likelihood model, we develop a conceptual model to identify consumer characteristics relevant for preference measurement for innovative products. In doing so, two main factors that potentially influence hypothetical bias are distinguished: ability and motivation. Our conceptual discussion and empirical results demonstrate that the validity of willingness to pay statements is higher among consumers who show a high ability to assess the new product's utility and who are truly interested in purchasing the new product. Counter to intuition, willingness to pay statements from innovators, consumers with good product category knowledge, or consumers who perceive the new product to be highly innovative are relatively more biased and should be interpreted with caution. This research is among the first to look at consumer characteristics rather than methodological issues when it comes to measuring consumer willingness to pay for innovative products. Our conceptual discussion and empirical examination of the drivers of hypothetical bias can be used to refine the validity of the results of the direct willingness to pay approach. These findings should help improve new product pricing surveys and open new avenues for research in measuring consumer preferences.     

Non-linear pricing and conscious consumption

We consider a duopolistic market in which a green firm competes with a brown rival and each firm sells two quality-differentiated products. We study optimal non-linear contracts offered by the two firms when consumers: (i) Are privately informed about their willingness to pay for quality, and (ii) differ in their environmental consciousness. We characterize how consumers with different valuations for quality self-select into firms and show that the ranking of qualities, relative prices and profits all depend on the interplay between consumers’ valuations and firms’ cost heterogeneity. Interestingly, when consumers’ valuations for quality are relatively low, the brown firm does not offer a low-quality variety. This contrasts with the situation of full information, in which both firms commercialize a high- and a low-quality variety. Hence, the lack of information about consumers’ valuations may not only favor the green firm in terms of higher prices and profits, but also reduce the product range offered by the brown rival.     

What drives smallholder farmers’ willingness to pay for a new farm technology? Evidence from an experimental auction in Kenya

We use an incentive compatible experimental auction to measure demand for a new agricultural technology, a triple layered hermetic storage bag. When used properly, the bag creates an airtight seal that reduces storage loss from insect pests and neutralizes aflatoxin contamination in stored grain. We find that demand for this new technology is highly elastic (4.3) and that the wholesaler could increase profit by lowering the price. We also find that farmers’ valuation for the bag is not significantly different based on the medium through which information about it is communicated to them, either text, audio or video messages. This suggests that practitioners should use the cheapest option for disseminating information, which is text messaging in this context. In addition, we find that farmers who have prior awareness of the bag are willing to pay 20% more on average than those previously unaware of it. In total, the highly elastic demand for the improved bags, along with the fact that prior awareness of the bag leads to higher willingness to pay, suggests that a one-time price subsidy for the new technology could spur demand and increase future adoption.     

Estimating consumer preferences and willingness to pay for the underutilised indigenous chicken products

Indigenous chicken serves many functions, which include the provision of meat and eggs for home consumption and income from sales. The purpose of this study was to estimate the consumers’ responsiveness to an increase in prices of the indigenous chicken products and how much they are willing to pay for them in the market. The survey was conducted in the selected three regions of Kenya. A total of 930 respondents were interviewed both in the urban and rural areas. Contingent valuation experiment was used in empirical data collection. The two-step Heckman selection model was utilised to analyse consumers decisions and the amount they were willing to pay. The study results revealed that consumers are willing to pay 23.26% per kg more for indigenous chicken meat and 41.53% for eggs. Socioeconomic factors like age, income, education and family size significantly determines consumers’ willingness to pay. Other important factors include the indigenous chicken meat substitutes’ prices, attributes like taste/flavour and the product’s form on purchase. The yolk colour and size of eggs determined the consumers’ willingness to pay. Preferences for indigenous chicken products were found to be high. This information will assist in understanding both the urban and rural consumer’s behaviour. Therefore, useful for the indigenous chicken producers, breeders, marketers and policy makers in developing efficient production and marketing strategies. This would also provide a means of improving food security and livelihoods of the rural poor indigenous chicken farmers.     

The dynamic provision of product diversity under duopoly

This paper builds a dynamic duopoly model to examine the provision of new varieties over time. Consumers experience temporary satiation, and hence higher consumption of the current variety lowers demand for future varieties. The equilibrium can be characterized by a combination of monopolistic pricing and nearly zero profits (competitive timing). In particular, if the cost of producing a new variety is not too low then firms tend to avoid head-to-head competition and set the short-run profit maximizing price. However, firms tend to introduce new varieties as soon as demand has grown sufficiently to cover costs. From a second best perspective, the equilibrium may exhibit excessive product diversity. However, if firms coordinate their frequency of new product introductions, then consumers are likely to be harmed. It is also shown that equilibrium prices are moderated by two factors. First, consumers’ option value of waiting reduces their willingness to pay. Second, competition reduces firms’ incentives to engage in intertemporal price discrimination.     

How Much Will Consumers Pay? A Hedonic Analysis of the Cable Television Industry

Because cable television is the classic example of a bundled commodity, it is difficult to determine how consumers value individual cable networks offered on a typical system. This paper uses a modified hedonic framework to determine the marginal willingness to pay by consumers for individual cable networks. The traditional hedonic framework is adapted to allow for the lack of competition on the supply side of the market. It is clear that consumers do value some types of programming more than other types. Sports, news, and family programming all have positive implicit prices while program guides have negative marginal prices.     

政府补贴对再制造闭环供应链的影响研究

本文在考虑消费者支付意愿存在显著差异、消费者和制造商存在不同政府补贴分配比例下，建立再制造博弈模型，探讨政府补贴再制造品对产品价格、需求以及对消费者、制造商、社会总收益的影响。结论表明，政府补贴有利于促进再制造品的需求，消费者剩余效用、制造商收益以及社会总收益都增加；政府补贴时应不允许制造商涨价，在考虑制造商积极性下尽量补贴给消费者；提高消费者环保意识才是促进再制造的根本途径。     

Food choice,health information and functional ingredients: An experimental auction employing bread

In this paper we present the results of an experimental auction conducted to examine the influence of health and nutritional information on food choice and in particular estimate consumer willingness to pay (WTP) for bread that contains functional ingredients. Employing a sandwich we find that consumers are WTP more for a whole grain and whole grain granary bread sandwich than other bread types including white bread that contains a functional ingredient. We also find that consumers react positively to the provision of nutritional and health benefit information but that this effect occurs regardless of whether we supply specific or non-specific health benefit information. We discuss information provision and health policy implications that emerge from our analysis for bread products in the sandwich market.     

When prohibiting wholesale price-parity agreements may harm consumers

We study the competitive and welfare effects of wholesale price-parity agreements. These contracts prevent a monopolist, who sells its product to final consumers both directly and indirectly through alternative distribution channels, to charge different input (wholesale) prices to competing intermediaries (e.g., platforms). In a multi-channel and multi-layered industry, organized as an agency business model, we find that the monopolist and the intermediaries do not necessarily have aligned incentives concerning the introduction of wholesale price-parity. While these agreements always hurt the monopolist, they may benefit the intermediaries when competition between the direct and the indirect distribution channels is sufficiently intense. Moreover, when this is the case, in contrast to retail price-parity agreements that typically reduce consumer welfare, wholesale price-parity may also benefit consumers.     

Personalized pricing and advertising: Who are the winners?

This paper investigates who wins and who loses when firms depart from a mass advertising/uniform pricing strategy (benchmark model) to a targeted advertising/price discrimination one. Considering a duopoly market in which firms simultaneously compete in prices and advertising decisions, we examine the competitive and welfare effects of personalized pricing with targeted advertising by comparing equilibrium outcomes under customized advertising/ pricing decisions to the results arising under mass advertising and uniform pricing. We show that, when both firms compete in both market segments, all segment consumers are expected to pay higher average prices under the personalized advertising/pricing strategy. We also show that, in the context of our simultaneous game, targeted advertising with price discrimination might boost firms’ profits in comparison to the case of mass advertising and uniform prices. The overall welfare effects of the personalized strategy are ambiguous. However, even when the personalized strategy boosts overall welfare, consumers might all be worse-off. Thus the paper gives support to concerns that have been raised regarding the firms’ ability to adopt personalized strategies to boost profits at the expense of consumers.     

An Empirical Examination of Traditional Neighborhood Development

This study analyzes the impact of the new urbanism on single-family home prices. Specifically, we explore the price differential that homebuyers pay for houses in new urbanist developments relative to houses in conventional suburban developments. Using data on over 5,000 single-family home sales from 1994 to 1997 in three different neighborhoods, hedonic regression results reveal that consumers pay more for homes in new urbanist communities than those in conventional suburban developments. Further analyses indicate that the price premium is not attributable to differences in improvement age and other housing characteristics.     

Price and quality discrimination in durable goods monopoly with resale trading

We examine a durable goods monopolist’s optimal dynamic price and product quality strategy when buyers are rational and can trade used durables among themselves. In contrast to the usual credibility problem of the durable goods monopolist, intertemporal quality discrimination introduces a time-inconsistency problem of not raising prices against high-valuation consumers who delay purchase for quality upgrades. Resale trading ameliorates this time-inconsistency problem and allows the monopolist to effectively price discriminate, especially when the buyers are patient. The monopolist’s optimal price and quality offers in the new good market exhibit complex dynamic patterns, and new good prices can fall as product quality improves even in the absence of entry threats or learning economies. Initial quality distortions are followed by steady-state quality allocations that are always efficient for the high-valuation buyers, but sometimes also for the marginal consumer-types. Both the resale trading frequency and the price discount for secondhand goods are driven by the pace of strategic quality obsolescence in the new good market.     

Consumers’ valuation for food traceability in China: Does trust matter?

Food safety is a very important topic in China. We investigate Chinese consumers’ preferences and willingness to pay (WTP) for food traceability using a choice experiment. Given that consumers’ trust in the food system may affect their preferences and WTP, we also assess the interaction between consumers’ trust in government’s supervision of food safety and food labels and consumers’ preferences for traceable food products. Using data collected from a choice experiment on Fuji apples in a face-to-face survey in six Chinese cities, the results show that (i) consumers are willing to pay for traceable food but their valuations can differ upon the degree of their trust in government’s supervision of food safety and food labels; (ii) consumers are willing to pay for traceability with strong evidence of preference heterogeneity; (iii) government is not the most trusted safety inspection and certificate authority as found in prior studies using animal food products in China.     

Putting their money where their mouths are: Consumer willingness to pay for multi-ingredient,processed organic food products

In response to dramatically increasing adoption in consumer markets, the National Organic Program (NOP) initiated novel labeling standards for food products in the US in 2002. This program is a particularly relevant standardization effort for multi-ingredient processed foods. Rather than a simple binary message (organic or not), gradations of organic content are now codified. No existing published study evaluates consumer willingness to pay or motivation to purchase in response to such a rich organic label. This article presents evidence of the impact of the NOP through analysis of data collected in seven central Ohio, USA grocery stores. Results suggest that consumers are willing to pay premium prices for organic foods, even those with less than 100% organic ingredients. The magnitudes of WTP premia varied significantly among consumer groups, suggesting that targeted marketing may be effective for organic merchandisers.     

Estimating Bargaining Effects in Hedonic Models: Evidence from the Housing Market

Bargaining is common in markets for heterogeneous goods and differences in bargaining power between buyer and seller affect the negotiated transaction price. Previous research has found systematic evidence in the housing markets that weak buyers pay higher prices and weak sellers receive lower prices for their homes. Earlier work has modeled the bargaining effect as a parallel shift in the hedonic function, implicitly assuming that attribute shadow prices were unaffected by the bargaining process. In this paper, we use a sample of home sales where the seller's bargaining power is weakened by the fact that the home is vacant at the time of sale to test whether the effect of bargaining is best captured by a shift in the hedonic constant or whether the attribute shadow prices vary as well. The question is significant for property valuation where estimation of the marginal value of an attribute is commonly used to adjust comparable sales data. We find strong confirmation that bargaining power influences the negotiated price. We also find evidence that bargaining power alters attribute prices, although we do not find a consistent pattern across markets.     

Should You Really Produce What Consumers Like Online? Empirical Evidence for Reciprocal Voting in Open Innovation Contests

In open innovation, firms increasingly rely on online consumer votes to evaluate ideas for new products and services. Votes can represent cost‐effective external information about idea quality that can inform and facilitate a firm's task of evaluating and screening of ideas at the early stages of the innovation process. Challenging this perception, we proposed that consumer votes provided in open innovation contests can be socially biased by reciprocal voting. On the basis of theories related to cooperation and social influence, we argued that both gregarious consumers (those who solicit social ties) and consumers who initiate direct reciprocity (those who vote for others) signal a willingness to cooperate that stimulates reciprocal voting from peers. We empirically investigated consumer voting behavior using a unique dataset with information obtained from actual open innovation contests in which consumers could submit their own ideas and see and vote for the ideas of others. We found that both gregariousness and the initiation of direct reciprocity positively influence votes received. Such cooperation pays off for consumers because firms indeed use votes to inform internal idea evaluations. We also found, however, that the votes an idea receives during an innovation contest cannot significantly explain its later revealed quality. Reciprocity may be an effective form of cooperation among consumers, but it has potentially negative implications for firms' evaluations. Our results also indicated that beyond reciprocity, consumers and firms value different types of ideas, which further differentiates their evaluations. Thus, firms should not only be aware of social biases in votes but also account for the diverging idea preferences of customers.     

Freemium as optimal menu pricing

In online contents markets, content providers collect revenues from both consumers and advertisers by segmenting consumers who are willing to avoid advertisements and who are not. To analyze such situations, I construct a model of menu pricing by advertising platforms in two-sided markets. I find that, under certain condition, although a monopolistic platform can choose any menu of price-advertisement pairs, the optimal menu consists of only two services: ad-supported basic service and ad-free premium service. In addition, if the willingness to pay of advertisers is sufficiently high, the basic service is offered for free. This menu pricing is well known as freemium. Furthermore, this binary structure remains to hold under several extensions including duopoly platform competition.     

On mandatory labeling of animal welfare attributes

This paper assesses US resident support for mandatory labeling of animal welfare information on pork and egg products and outlines policy considerations for assessment prior to implementing any mandatory labeling policies regarding animal welfare practices. Results suggest consumers support mandatory labeling indicating use of gestation crates (stalls) and laying hen cages. Estimates suggest consumers would be willing to pay about 20% higher pork and egg prices to obtain this production practice information. Demographic and latent perception drivers of this support are highlighted. Multiple issues that warrant consideration prior to imposing mandatory labeling are discussed revealing lines of corresponding future research.     

Price effects of search advertising restrictions

Some suppliers prohibit their distributors from advertising on search engines if the consumer searches for the supplier's brand name. Such restrictions are referred to as “non-brand bidding agreements” (NBBAs). This paper investigates the effect of NBBAs on retail prices in the Dutch hotel sector, where some hotels impose NBBAs on online hotel booking platforms. An NBBA may protect the hotel's own website against competition from hotels on booking platforms because booking platforms cannot target consumers searching for the hotel with a search ad. This may lead to higher prices on the hotel website. However, an NBBA may also generate ad savings, which may lead to lower prices. We use hotel prices from a meta-search site and data on NBBAs from two hotel booking platforms. To correct for unobserved heterogeneity between hotels with and without NBBA, we apply a trajectory balancing approach within a synthetic difference-in-differences framework. Compared to non-NBBA-hotels, NBBA-hotels charge higher prices on their website relative to the price on booking platforms, suggesting a price increase. We identify cases where it is unlikely that consumers benefit from passed-on ad savings.