成人直播

时间：2025年4月14日 10:00

地点：东校区财科馆317会议室

报告题目：Dynamic Pricing when Consumers are Mental Accountants

摘要：Mental accounting has been frequently utilized to understand consumer purchasing behaviors and to elucidate firms’ pricing strategies. For sellers interacting with mental accountants, how to optimally price their products to maximize profits is an important yet underexplored problem. There is no literature addressing the dynamic pricing strategies of sellers when mental accountants are subject to reference price adaptations over time. To fill this gap, we study the dynamic pricing strategies under the mental accounting and reference price adaptation (MARA) framework proposed by Baucells and Hwang (2017). When there is no MARA, static pricing is optimal under our setting. With homogeneous consumers, we finds that the consumer MARA leads to the optimality of price anchoring/promotional pricing followed by penetration pricing. Both the optimal state path and price path achieve global stability. In the presence of consumer heterogeneity in product utility, in addition to the optimal pricing decisions made at each time point, the seller has to determine her price positioning for the long run. We uncover more complex combinations of pricing anchoring, promotional pricing and penetration pricing that cannot be observed in the homogeneous benchmark, and reveal the optimality of the pricing strategies with high-low regime changes. We also find that the state path can achieve local stability instead of global stability, and that the price positioning is jointly determined by the proportion of high-valuation consumers in the market and initial reference price. We shed light on the integrations of multiple pricing strategies such as anchoring, promotional and penetration pricing. We also offer insights on price positioning, and guidelines on how to exploit consumer MARA through pricing strategies.

报告人简介：

沈晓蓓，中国科学技术大学管理学院教授，主要研究方向为决策优化和契约设计，包括动态库存和定价决策的优化方法设计、激励机制及合约设计、新商业模式对定价和供应链决策的影响研究等。在动态决策优化方面发表UTD期刊论文5篇，主持国家自然科学基金青年基金B类、C类项目及面上项目各1项，参与基金委创新群体项目、重点项目等各1项。担任国家自然科学基金会评及函评专家、香港研究资助局外审专家、中国运筹学会随机服务与运作管理分会理事、中国“双法”研究会服务科学与运作管理分会理事、Journal of Business Research编委、“工业工程与管理”编委等。