Consumers’ responses to price presentation formats in rebate advertisements

Although rebates offer an important and popular promotion tool in retailing, little research has investigated whether their presentation format can influence consumers’ evaluations of and purchase intentions toward products featured in rebate ads. Retailers generally use two different rebate ad formats: one that transparently shows both before- and after-rebate prices and the other that displays the after-rebate price in relatively large print and the before-rebate price in small print. Three experimental studies attempt to determine which format is more effective for eliciting favorable consumers’ responses, and the results show that the format emphasizing only after-rebate prices generally leads to lower purchase intentions because of the negative affect it elicits. Furthermore, the effect of a rebate presentation format is moderated by the rebate amount, consumers’ price knowledge, and rebate processing time. The results show that consumers’ responses to different rebate presentation formats entail both emotional responses and rational evaluations.     

沃尔玛:中国企业发展的“红宝书”

把沃尔玛称作为中国企业发展的“红宝书”。要从沃尔玛这本“红宝书”里学到些什么东西呢?我们分别从产品价格、顾客服务、企业文化和创新精神四个方面分析沃尔玛成功的经验,而这些经验也正是我们的企业需要从沃尔玛那里去学习的。这些经验对我国的商业企业和生产企业都是非常有益的。     

When Shopbots Meet Emails: Implications for Price Competition on the Internet

Quantitative Marketing and Economics - The Internet has dramatically reduced search costs for customers by using such technologies as shopbots. Email based targeting is relatively inexpensive; the...     

Market integration and convergence to the Law of One Price: evidence from the European car market

This paper exploits the unique case of European market integration to investigate the relationship between integration and price convergence in international markets. Using a panel data set of car prices, we examine how the process of integration has affected cross-country price dispersion in Europe. We find surprisingly strong evidence of convergence towards both the absolute and the relative versions of the Law of One Price (LOOP). Our analysis illuminates the main sources of segmentation in international markets and suggests the type of institutional changes that can successfully reduce it.     

The Euro Illusion in Consumers’ Price Estimation: An Italian–Irish Comparison in the Third Year of the Euro

The euro illusion is a transient phenomenon that consists of currency-related asymmetries in the intuitive judgment of product prices made by consumers. The results of a cross-country study in the third year after the introduction of the euro show a strong price estimation asymmetry in a country with an extreme exchange rate (Italy) and a weaker effect in a country in which the nominal values of the new and the old currency are much closer (Ireland). These results rule out proposed explanations of the euro illusion in price estimation that assume the sole influence of plausible anchors (reference prices stored in memory within the plausible price range), supporting instead accounts also endorsing the role of implausible anchors (reference prices outside the plausible price range). Beyond contributing to our theoretical understanding of the euro illusion, this research starts to unveil the interplay between structural factors (i.e., the currency exchange rate) and psychological mechanisms that produce long-lasting difficulties for consumers after a monetary changeover.

The 99 price ending as a signal of a low-price appeal

There is evidence that the rightmost digits, or endings, of retail prices can communicate meanings to consumers. To better understand how such meanings are formed, this paper addresses the question of how the 99 price ending can have a low-price meaning even though 99-ending prices tend to be higher rather than lower competitive prices. Analysis of two large samples of newspaper price advertising indicates that there is a strong and robust correlation between the use of the 99 price ending and the presence of a low-price appeal such as a claimed discount. It is suggested that the salience of price advertising leads it to dominate other sources of information in the consumer's learning of price-ending meanings.     

Comparing vertical restraints

When faced with the need to protect dealer provision of promotional services for their products, manufacturers have continued to impose resale price maintenance (RPM) in preference to providing exclusive territories, even though the latter are legal while RPM is not. This paper compares RPM and territories, finding that RPM raises retail prices by less, but also supports less service provision than the exclusive territories alternative. Indeed, exclusive territories raise prices and generate more services than full manufacturer integration into distribution. This result calls into question the current contrasting legal treatment of territories and RPM.     

马克思供求理论研究

马克思的供求理论是其劳动价值论体系的重要组成部分 ,供求理论的建立是马克思劳动价值论体系的最终完成。马克思关于供给与需求及其关系、市场供求与市场价值、市场供求与市场价格、市场供求与市场竞争等问题的论述是供求理论的重要内容。学习和运用马克思的供求理论 ,对于完整理解马克思的劳动价值理论 ,对于完善市场机制运行和促进市场经济发展具有重要意义。     

世界纯苯市场分析

分析了2005年世界市场纯苯的供需情况、市场消费情况,同时分析了中国纯苯价格及进出口情况.     

Decision Support Systems in Marketing

The practical application of decision support systems in marketing is still in its infancy, even though academic research has been recommending the use of such systems for years. This is largely due to the lack of a single, generally applicable decision support system. The specific requirements and problems of management are too dissimilar to make the development of one universal decision support system feasible. However, improved PC performance, enhanced market survey methods such as conjoint measurement, and further developed programming tools permit the varying requirements to be fairly flexibly met. The following article describes state-of-the-art know-how regarding the practical utilization of such systems, and addresses the preconditions for employing them. We have included many examples gathered from our own experience with numerous applications.