A series of studies demonstrate that consumers have fairness judgments about the retailer＇s price which will impact their shopping decisions. Thus, it is necessary for the retailer to take consumers＇ fairness concer...A series of studies demonstrate that consumers have fairness judgments about the retailer＇s price which will impact their shopping decisions. Thus, it is necessary for the retailer to take consumers＇ fairness concerns into account when setting his pricing policies. We assume that when the retailer＇s price is lower than a consumer＇s justice reference price, the consumer is likely to sense a positive price unfairness that will lead to increased consumer utility, and when the retailer＇s price is higher than a consumer＇s justice reference price, the consumer is likely to sense a negative price unfairness-that will have a negative effect on consumer utility. According to the information conditions of the consumers＇ justice reference price, the retailer should consider three situations： certain information, random information and partial information. In all situations, we show that the retailer has a unique optimal pricing strategy. Finally, through numerical examples, we find that our distribution-free policies perform almost the same as the results under the distributions that maximize the entropy. Our results reveal that it is important for the retailer to consider consumers＇ fairness concerns, otherwise he may suffer losses when Pc is very small.展开更多
We study a dynamic pricing problem of a firm facing stochastic reference price effect.Randomness is incorporated in the formation of reference prices to capture either consumers’heterogeneity or exogenous factors tha...We study a dynamic pricing problem of a firm facing stochastic reference price effect.Randomness is incorporated in the formation of reference prices to capture either consumers’heterogeneity or exogenous factors that affect consumers’memory processes.We apply the stochastic optimal control theory to the problem and derive an explicit expression for the optimal pricing strategy.The explicit expression allows us to obtain the distribution of the steady-state reference price.We compare the expected steadystate reference price to the steady-state reference price in a model with deterministic reference price effect,and we find that the former one is always higher.Our numerical study shows that the two steady-state reference prices can have opposite sensitivity to the problem parameters and the relative difference between the two can be very significant.展开更多
The newly issued regulation on the reference prices of cars by state government is well concerned by people. The price for cars in China is much higher than the price in most other countries. People is expecting the p...The newly issued regulation on the reference prices of cars by state government is well concerned by people. The price for cars in China is much higher than the price in most other countries. People is expecting the price will go down.展开更多
基金partially supported by the Fundamental Research Funds for the Central Universities of China(Grant number:CDJKXB14004)
文摘A series of studies demonstrate that consumers have fairness judgments about the retailer＇s price which will impact their shopping decisions. Thus, it is necessary for the retailer to take consumers＇ fairness concerns into account when setting his pricing policies. We assume that when the retailer＇s price is lower than a consumer＇s justice reference price, the consumer is likely to sense a positive price unfairness that will lead to increased consumer utility, and when the retailer＇s price is higher than a consumer＇s justice reference price, the consumer is likely to sense a negative price unfairness-that will have a negative effect on consumer utility. According to the information conditions of the consumers＇ justice reference price, the retailer should consider three situations： certain information, random information and partial information. In all situations, we show that the retailer has a unique optimal pricing strategy. Finally, through numerical examples, we find that our distribution-free policies perform almost the same as the results under the distributions that maximize the entropy. Our results reveal that it is important for the retailer to consider consumers＇ fairness concerns, otherwise he may suffer losses when Pc is very small.
基金This research is partly supported by the National Science Foundation(Nos.CMMI-1030923,CMMI-1363261,CMMI-1538451 and CMMI-1635160)the National Natural Science Foundation of China(Nos.71228203,71201066 and 71520107001)research Grant of National University of Singapore(Project R-314-000-105-133).
文摘We study a dynamic pricing problem of a firm facing stochastic reference price effect.Randomness is incorporated in the formation of reference prices to capture either consumers’heterogeneity or exogenous factors that affect consumers’memory processes.We apply the stochastic optimal control theory to the problem and derive an explicit expression for the optimal pricing strategy.The explicit expression allows us to obtain the distribution of the steady-state reference price.We compare the expected steadystate reference price to the steady-state reference price in a model with deterministic reference price effect,and we find that the former one is always higher.Our numerical study shows that the two steady-state reference prices can have opposite sensitivity to the problem parameters and the relative difference between the two can be very significant.
文摘The newly issued regulation on the reference prices of cars by state government is well concerned by people. The price for cars in China is much higher than the price in most other countries. People is expecting the price will go down.
