Consistent price endings increase consumers perceptions of cheapness

Should marketers make the last digit of a sale price consistent with that of its original price? Across multiple studies, including field studies and studies using student and non-student samples and various product categories, this research shows that price perception and purchase intention are related to consistency between the sale price and original price. The price perception of the deduction is moderated by the consistency between the final digit in the prices. First, consumers perceive sale prices as cheaper and have a higher purchase intention when the rightmost digit in a sale price is the same as in the original price—a phenomenon this study refers to as the “consistent ending price effect.” Second, the consistent ending price effect occurs when prices are at least three digits long, but not for two-digit prices. Finally, the study demonstrates the mediating role of processing fluency in the link between consistent ending price and price perception.     

EDITOR'S COMMENTS

ABSTRACT

The key to improving pricing methods lies in establishing a clear relationship between the price paid by customers and the value received. A company's understanding of how a decision in its pricing policy will affect the perceptions its potential consumers will have of these prices, is fundamental if it wishes to make sure that its offer is properly perceived. Thus, if companies identify the rules used by purchasers to price their products, they will be successful in getting the objective signal they send via their communication strategies to be perceived in the desired manner. This analysis shows that both monetary and non-monetary costs are considered by consumers when determining the final cost perception associated with the acquisition of a good, and that the understanding of the internal reference price is essential for determining the nominal price effect on the monetary component of total sacrifice.     

Is Africa integrating? Evidence from product markets

This paper presents a price-based assessment of product market integration in Africa using disaggregated retail prices for 91 products and 12 African cities from 1991 to 2008. We find evidence of substantial deviations from the law of one price ? product price differences between the cities averaged 76% over the period – a result that is consistent with the presence of large barriers to trade in the continent. Mean price differences across cities fell by close to a quarter over the period, but the decline was concentrated in the early 1990s with little progress subsequently, despite the regional trade policies implemented by the countries. Gravity-style estimates reveal that reductions in external tariffs and global trends towards price convergence in the early 1990s are the key contributors to the trend in price integration amongst the African cities.     

The impact of household level heterogeneity in reference price effects on optimal retailer pricing policies

The field of marketing has witnessed substantial improvement in modeling household level heterogeneity. However, relatively little has been written about how modeling household heterogeneity translates into better marketing decisions. In this paper, we study the impact of household level heterogeneity in reference price effects on a retailer's pricing policy. Reference prices are certain anchors or standards that households use to compare the observed purchase price of a product against. If the observed price is greater than the reference price it is perceived as a “loss” and if it is smaller than the reference price it is perceived as a “gain”. In order to study the impact of heterogeneity in reference price effects on retail pricing, we test a nested logit model under two alternative reference price (memory and stimulus based) and heterogeneity (finite mixture and hierarchical Bayes) specifications. In the empirical analysis, we find that households are quite heterogeneous in terms of their gain and loss effects. For some households a gain has higher impact than a corresponding loss, while the opposite is true for others. Using individual level estimates we then develop a normative pricing policy for a retailer maximizing category profit. Our results indicate that the optimal pricing policy derived from the heterogeneous case is qualitatively different, and more profitable, than the case when heterogeneity is ignored. We show that for an important marketing problem pertaining to a retailer, the optimal pricing decisions for various brands in a category are inextricably related to household heterogeneity in reference effects and brand preference.     

货币洪流中演化的中国股价波动复杂度耦合关系--基于2000至2014年数据的经验证据

中国货币化程度变迁与股价波动复杂度演化具有动态耦合关系。本文构造系统指标对中国股价波动的复杂性程度进行综合测算,筛选并剔除时间序列内部结构性影响因素,基于耦合模型从协调性与发展度两方面深入探讨并梳理了中国近10年来货币化程度与股价波动复杂度间耦合关系的演化路径。研究发现,中国货币化程度变迁与股价波动复杂度演化的耦合关系在阶段性变迁的过程中,主要经历了由频临衰退到特殊时期的反转,再到危机冲击后的中级协旋进发展思路。     

Integrating partitioned prices via computational estimation

This paper introduces computational estimation to the literature on consumers’ numerical cognition. Computational estimation involves simplifying an arithmetic problem via mathematical procedures to produce an approximate answer. Employing calculation knowledge and approximation together, consumers are likely to use computational estimation as it is relatively accurate while saving cognitive effort compared to calculating values. Three studies applied to partitioned prices in the form of a base price and a percentage discount, demonstrate that when faced with this numeric integration task, the strategy consumers undertake is dependent on the characteristics of the numerals with discounts that are round or close to round being associated with greater use of computational estimation. Further, when employing computational estimation, consumers arrive at more accurate, and lower, price estimates in which they place more confidence than when using alternative an integration strategy. As a result, discounts that are near a round value are preferred to those that are not; a result that is dependent upon the use of computational estimation.     

价格管理:现状、问题与深化改革思路

我国的价格改革已经进入以建立适应社会主义市场经济体制的价格管理体制的新阶段.本报告对价格管理体制改革的相关问题进行研究,论述了市场经济体制下价格管理模式,界定了价格管理中的政府行为,分析了我国价格管理的现状、面临的挑战和存在的问题,进而提出新时期我国价格管理体制深化改革的任务和思路.     

Accounting for heterogeneity and dynamics in the loyalty-price sensitivity relationship

Marketers have been interested in the relationship between brand loyalty and price sensitivity for many years and have examined whether loyalty reduces consumer price sensitivity. The results, to date, indicate that loyalty does indeed raise the price that consumers are willing to pay for a brand. Other than this broad finding, however, there has been little research in the literature regarding whether and how this relationship varies across consumers and product categories and, within consumers, over time. This is the issue that we investigate in this paper. Specifically, we examine whether the price sensitivity-loyalty relationship is heterogeneous and dynamic. We propose an approach wherein the price sensitivity parameter of a brand choice model is specified as a function of loyalty with three parameters. The first parameter of this function represents the maximum possible reduction in price sensitivity due to loyalty. The second parameter affects the type and shape of the relationship between price sensitivity and loyalty. In particular, depending on the value of this parameter, the relationship could be non-existent, follow a concave shape, indicating decreasing response to increases in loyalty, or be S-shaped to capture the case of increasing response initially followed by decreasing response subsequently. Finally, the third parameter captures the rate at which price sensitivity falls as loyalty increases.We use the proposed approach to investigate the relationship in four frequently purchased categories. In each category, we select a sample of households and calibrate the model on the choices of all the households in the sample. We next employ an Empirical Bayes approach to obtain household-level estimates of all the parameters. These parameters are then used to assign each household in each category to a no response or concave or S-shaped response groups. Within each of these three groups, we assign each household to one of four different response level and rate segments, that is, high response-high rate, high response-low rate, low response-high rate, and low response-low rate. Each of these segments differs in the response level, that is, the maximum reduction in price sensitivity as loyalty reaches a maximum—and the response rate, that is, how quickly price sensitivity falls with increases in loyalty.Following the assignment of each household to a segment in each category, we pool the households across all four categories and calibrate a membership function. This function explains households’ membership in different segments in terms of product category characteristics, household demographics, the household’s responses to price, display, and feature promotions and the evolution of loyalty of the household.Our findings suggest that the nature of the loyalty-price sensitivity relationship does vary across consumers as well as over time. Specifically, the concave response is more likely than the S-shaped response or the absence of a response. We find that the S-shaped response is not related to responsiveness to in-store promotions. It is, however, associated with a slower growth in loyalty to a brand as it is purchased. The concave response, on the other hand, is associated with responsiveness to feature promotions but is unrelated to how loyalty to brands evolves with their purchases.We also find that demographic characteristics are related to the behavior of the concave and S-shaped responses. Specifically, for the S-shaped response, household demographics are related to both the maximum level of the curve as well as its rate of growth. In particular, the curve grows faster with age and its maximum increases with the weekly working hours of the household. In the case of the concave response, high income and more working hours raise the maximum level that the curve achieves. Its rate of growth, however, is unaffected by demographics.We also provide several managerial implications for loyalty and promotional programs based on our findings. Specifically, our first finding—that the loyalty-price sensitivity relationship is dynamic—suggests that, rather than having promotional programs, where the value of the price promotion is fixed and some consumers are targeted with the promotion while others are not, managers should have an entire schedule of price promotions with each level of promotions targeting consumers at a different loyalty level.Our second finding that the nature of the loyalty-price sensitivity relationship is heterogeneous across consumers suggests that designing loyalty programs on the basis of crude classifications such as loyals and non-loyals is not appropriate. Instead, households that are identified as loyal, need to be further divided based on how the loyalty affects their price sensitivity. Promotional programs should then be based on the specific type of relationship that a household exhibits.The third finding that the reductions in price sensitivity to loyalty can exhibit an S-shaped or a concave pattern also has an interesting managerial implication. Specifically, given the differences between the two patterns in how long it might take a consumer to reach a point where s(he) is willing to purchase a brand due to loyalty rather than due to a price promotion, and hence be a profitable customer, it may be preferable for managers to invest more in consumers who exhibit a concave rather than an S-shaped response.Finally, our result that different categories may exhibit different patterns of the relationship between price sensitivity and loyalty implies that each category needs to be analyzed by itself for what the nature of the loyalty-price sensitivity relationship is likely to be so that the most appropriate program for that category can be developed.     

The Sensitivity of the General Price Level to Changes in the Price of Crude Oil

There are many direct and indirect effects of changing crude oil prices on the inflation rate, so it is not surprising that there are different views about the resulting effects on the general price level and also on other aspects of the general economy. This study, estimates the direct and indirect effects of oil price changes on the economy-wide rate of inflation, which then has effects on spending and producing decisions. However, in this forum, we do not try to estimate the full indirect effects on the level of economic activity, such as effects on real GDP. JEL Classification E310, E370     

Consumer Information and Discrimination: Does the Internet Affect the Pricing of New Cars to Women and Minorities?

Using a large dataset of automobile transaction prices, we find that offline African-American and Hispanic consumers pay approximately 2% more than do other offline consumers; however, we can explain 65% of this price premium with differences in observable traits such as income, education, and search costs. Our estimates of unexplained race premia are smaller than previous estimates in the literature. Online, we find that minority buyers pay nearly the same prices as do whites controlling for consumers' income, education, and neighborhood characteristics. These results are consistent with the Internet facilitating information search and removing cues to a consumer's willingness to pay. Our results imply that the Internet is particularly beneficial to those whose characteristics disadvantage them in negotiating.     

一种融合地图与传感器信息的室内地图匹配新算法

基于粒子滤波技术,提出了融合地图信息与传感器信息的室内地图匹配算法,对于在室内定位中由状态空间模型描述的非线性系统,通过非参数化的蒙特卡洛(Monte Carlo)模拟方法来实现递推贝叶斯滤波,将室内地理信息数据、传感器信息、无线定位信息融入到粒子的权重值中,对观测值进行不断修正。实验证明,所提出的基于粒子滤波的地图匹配技术有效解决了由于无线定位结果穿墙、错定至隔壁房间而造成的用户体验差等问题,同时对室内定位结果进行了修正,提高了室内定位精度。     

一种简化的拟蒙特卡洛-高斯粒子滤波算法

提出了一种简化的拟蒙特卡洛-高斯粒子滤波（QMC-GPF）算法（SQMC-GPF）,以解决将QMC方法应用于GPF时计算复杂度高、运算量大的问题。该算法中，在连续的迭代滤波过程开始之前，首先利用QMC采样产生单位拟高斯分布粒子集，然后用其线性变换产生GPF算法中需要的高斯分布粒子集，省去了重新进行QMC采样步骤。该算法简化了新粒子集的产生过程，减少了运算量和滤波时间，增强了算法的实时性。将粒子滤波算法（PF）、GPF 算法、QMC-GPF算法和SQMC-GPF算法用于单变量非静态增长模型（UNGM）和二维纯角度跟踪模型（BOT）的仿真结果表明，SQMC-GPF算法的滤波性能与QMC-GPF算法的滤波性能相近，但有更为明显的速度优势，具有重要的实际应用价值。     

Yen or Yuan? The law of one price and economic integration in Asia

Using highly comparable local retail prices of 146 goods and services across 18 Asian countries over 1990–2014, we analyse price dispersion and test convergence to the law of one price (LOP ) for these prices around three price benchmarks—Asia‐average, Japan and China prices—to gain insight about market integration in overall Asia as well relative integration of Asian economies to Japan and China. Cross‐Asia price dispersion around China‐price benchmark, for both tradables and non‐tradables, diminishes significantly over the sample period whereas that around Japan‐price benchmark increases considerably, particularly after the 2008 crisis. There is convergence to the LOP for about half of goods and services in China‐ and Asia‐average price benchmarks. The percentage of convergent prices is significantly smaller in Japan‐price benchmark. Direct estimates of the convergence speed parameter also confirm these observations. Overall, our results show evidence of increasing economic integration in Asia in the last two decades. The process of price convergence appears to be driven by the emergence of China as the centre of economic gravity in the region. There is much room for improvement as economic integration in Asia is still far below that in Europe in the 1990s or USA in the 1980s.     

国际石油价格波动对我国居民消费价格指数的影响

运用2016年1月~2017年11月的月度数据,构建了国际石油价格波动对我国居民消费价格指数影响的VAR模型,并进一步依据ADF单位根检验、误差修正模型以及脉冲响应函数等数据验证方法,对国际石油价格波动如何影响我国居民消费价格指数展开实证研究。结果表明,国际石油价格的上下波动会对我国居民消费价格指数产生十分明显的影响,但这一影响被局限在某一些特定范围内,且这一显著影响在具体的每一个不同类别的居民消费价格指数上又会出现较大差异。     

The influence of multi-channel pricing strategy on price fairness and customer confusion

ABSTRACT

Multi-channel retailers face the challenge of coordinating marketing variables across their channels. In this respect, one of the main issues arising is whether to differentiate or integrate prices. Our study examines the impact of three multi-channel price differentiation instruments on perceived price fairness, customer confusion, and their consequences. In a scenario-based online experiment, we use a 2 x 2 × 2 between-subjects design and manipulate product price differentiation, online promotion and online shipping fees. The results indicate that price differentiation has an impact on fairness evaluations and customer confusion. Product price differentiation and online promotion are perceived as more unfair and lead to more confusion than price parity. Price fairness perceptions of shipping fees depend on product price differentiation. Customers perceive shipping fees as fairer than no shipping fees when prices are cheaper online but perceive shipping fees as less fair when prices are integrated. These results suggest that customers expect a consistent consideration of channel cost advantages and disadvantages and that shipping fees might serve as a cue for customers to consider the retailer’s channel costs. We further show that price fairness and customer confusion mediate effects of pricing instruments (in particular online promotion) on attitudinal and behavioral consequences.     

石油净进口大国利率与油价对净出口的影响

传统贸易理论在研究影响一国净出口因素时只考虑了汇率和收入水平,本文在此基础上加入了利率和油价因素,并以美、中、日三个石油净进口大国为例进行了实证分析,结果表明利率上升减少投资需求,降低国内物价水平,增强出口商品价格竞争力,使出口增加,进口减少;油价上涨,石油进口支出增加,一国进口总额增加。实证和理论分析结果基本相符,即净出口与利率呈正向关系,与油价呈负向关系。     

Stochastic Volatility for Lévy Processes

Three processes reflecting persistence of volatility are initially formulated by evaluating three Lévy processes at a time change given by the integral of a mean-reverting square root process. The model for the mean-reverting time change is then generalized to include non-Gaussian models that are solutions to Ornstein-Uhlenbeck equations driven by one-sided discontinuous Lévy processes permitting correlation with the stock. Positive stock price processes are obtained by exponentiating and mean correcting these processes, or alternatively by stochastically exponentiating these processes. The characteristic functions for the log price can be used to yield option prices via the fast Fourier transform. In general mean-corrected exponentiation performs better than employing the stochastic exponential. It is observed that the mean-corrected exponential model is not a martingale in the filtration in which it is originally defined. This leads us to formulate and investigate the important property of martingale marginals where we seek martingales in altered filtrations consistent with the one-dimensional marginal distributions of the level of the process at each future date.     

ASYMPTOTIC BEHAVIOR OF DISTRIBUTION DENSITIES IN MODELS WITH STOCHASTIC VOLATILITY. I

We study the asymptotic behavior of distribution densities arising in stock price models with stochastic volatility. The main objects of our interest in the present paper are the density of time averages of a geometric Brownian motion and the density of the stock price process in the Hull–White model. We find explicit formulas for leading terms in asymptotic expansions of these densities and give error estimates. As an application of our results, sharp asymptotic formulas for the price of an Asian option are obtained.     

Antecedents of attitude and intention towards counterfeit symbolic and experiential products

Abstract

This paper investigates the impact of price consciousness, perceived risk, and ethical obligation on attitude and intention towards counterfeit products. Data were collected from a sample of 200 respondents via an online questionnaire. A conceptual model was derived and tested via structural equation modelling in the contexts of symbolic and experiential counterfeit products. Findings show differences in the factors (and weight thereof) impacting attitude and purchase intention in the two product contexts. Specifically, ethical obligation and perceived risk are found to be significant predictors of attitude towards both symbolic and counterfeit products, while price consciousness is found to predict only attitude towards experiential products, but not purchase intention in either counterfeit product context.