题　目：Promotion Architecture: Perceived Fairness of Restricted Price Promotions

嘉　宾：Shangwen Yi(易尚文), Ph.D. Candidate, University of British Columbia

主持人：才凤艳 教授 上海交通大学安泰经济与管理学院

时　间：2024年10月25日（周五）14:00-15:30

地　点：上海交通大学 徐汇校区 安泰经济与管理学院B404

内容简介:

This research examines the effectiveness of two comparable types of restricted price promotions: threshold promotions (conditional on spending more than a threshold amount; e.g., “Get $5 off on orders of $10 or more”) and capped promotions (limited to a maximum dollar value; e.g., “Get 50% off, up to $5 per order”). Results show that threshold promotions lead to higher purchase intentions, conversion rates, and overall sales than comparable capped promotions—even though capped promotions are equivalent or better in economic savings—when the trigger value (the spending amount at which the promotion activates or caps) is low. This effect occurs because consumers raise their promotion expectations for capped promotions and lower their spending expectations for threshold promotions, leading them to perceive the threshold promotion as fairer. However, this effect reverses when the trigger value is high, where consumers perceive capped promotions as fairer and prefer them to threshold promotions. We observe these results in seven pre-registered studies, including a field study. We discuss the implications of our results for the optimal management of price promotion architectures.

演讲人简介：

Shangwen Yi is a doctoral candidate in marketing at the Sauder School of Business, University of British Columbia. His research delves into attribute framing and linguistic features in marketing communications, with a particular focus on pricing promotions and business-to-investor pitching. He investigates the effectiveness of promotion architecture designs such as capped and threshold promotions and employs automated text analysis to examine costly and costless signals in startup pitches and their influence on investors' decisions. His work has been accepted at the Journal of Marketing, and is under revision at the Journal of Consumer Research.

Prior to Sauder, he received his bachelor's degree in psychology from Beijing Normal University and was a visiting researcher at the University of Michigan. In his leisure time, he enjoys language acquisition, hiking, skiing, and playing badminton with friends.

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