Consumers make decisions under incomplete information. In addition to the generic information availability and accessibility, how firms selectively provide information and how consumers collect information all influence consumer decisions, including product choice, purchase, and reselling. In Essay One, we study the impacts of firms providing information on product list prices on online consumer purchases. Our examination of Amazon data finds that (1) displaying list price in information-rich online markets has no impact on sales when used as a standalone marketing strategy, but can positively or negatively influence sales if implemented concurrently when the price decreases; (2) the direction of that influence depends on user-generated information; and (3) list price interacts with price promotion via both price sensitivity and demand shift. Specifically, when a product with favorable consumer reviews lowers its price, simultaneously displaying list price boosts the effectiveness of price promotion by (i) shifting demand upwards and (ii) increasing price sensitivity. However, when a product with unfavorable reviews lowers its price, simultaneously displaying list price shifts demand downwards, which decreases sales or even destroys the sales gain that price promotion would have generated without list price. In Essay Two, we study the impacts of imperfect information from the initial choice set and post-purchase consumption on consumers' reselling price decisions in C2C (consumer to consumer) markets. We model C2C markets and show they significantly differ from traditional B2C (business to consumer) markets. For example, consumers (as buyers) tend to buy products with overlooked weaknesses rather than overlooked strengths, resulting in over-optimistic choices and post-choice remorse (i.e., "buyer's remorse"). Surprisingly, both increase with a more exhaustive choice search. Moreover, even without buyer's remorse, imperfect information alone causes consumers' valuations (as owners) and asking prices (as resellers) to decrease with the duration of ownership as residual uncertainty decreases. Hence, unlike traditional B2C selling, we find that C2C reselling asking prices depend on reseller expected utility from prolonged consumption, the original consideration set size, the duration of ownership, and residual uncertainty. Our empirical analyses provide evidence from both experimental data and aggregate real estate data.

Intertemporal choice is frequently a part of the consumer decision-making process. Similarly, sales promotions are also an integral part of consumer transactions. A growing promotional strategy used by retailers involves pre-selling a product before the product is available to consumers. These pre-orders have varying wait times before the product becomes physically available. Can these wait times change the likelihood that a consumer makes a purchase? Further, pre-ordering tends to use either a monetary discount or non-monetary incentive sales promotion. Will these promotional incentives influence the purchase behavior of a consumer? This dissertation argues that temporal delays between payment and receiving a product, and specifically the pain associated with waiting, can have an undesirable effect on consumers' decisions to make a purchase. Across three essays, I focus on how the temporal delay will monotonically and non-linearly impact a consumers' purchase intention. I call this the intent shrinkage effect (Essay 1). I also test the moderating effect of various sales promotions such as monetary, non-monetary, and probabilistic offers on the pain of waiting (Essay 2). Finally, I test the moderating influence of consumer heterogeneity (Essay 3), such as need for touch, deal proneness, and temporal orientation on temporal delay and the subsequent influence on a consumers' likelihood to pre-order a product. Across, eighteen experiments, using student and national adult samples, I find convergent evidence that increasing the temporal delay will deter individuals from choosing or purchasing a pre-order product. However, non-monetary sales promotions, such as free gifts, can reduce the pain of waiting and attenuate the negative effect of temporal delay on consumers' purchase evaluations.

Essay from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: B, University of Bratislava (UNIVERSITY OF ECONOMICS IN BRATISLAVA), language: English, abstract: Customers search consciously for products but they also search much more unconsciously for products and services to satisfy their needs. In many cases, however, it is not the targeted rational purchase, but the marketing, which encourages the customer to buy. Successful marketing, however, presupposes that providers of goods or services know exactly the background of the purchasing behaviour, the current or latent needs of their customers and the current trends in purchasing behaviour. Only then, can a successful marketing model be developed from a mix of marketing tools. For this reason, consumer behaviour research is of great importance.

Marketing is among the most powerful cultural forces at work in the contemporary world, affecting not merely consumer behaviour, but almost every aspect of human behaviour. While the potential for marketing both to promote and threaten societal well-being has been a perennial focus of inquiry, the current global intellectual and political climate has lent this topic extra gravitas. Through original research and scholarship from the influential Mendoza School of Business, this book looks at marketing’s ramifications far beyond simple economic exchange. It addresses four major topic areas: societal aspects of marketing and consumption; the social and ethical thought; sustainability; and public policy issues, in order to explore the wider relationship of marketing within the ethical and moral economy and its implications for the common good. By bringing together the wide-ranging and interdisciplinary contributions, it provides a uniquely comprehensive and challenging exploration of some of the most pressing themes for business and society today.

Economic growth is directly impacted by a multitude of different industries; in recent years, the service industry has emerged as a significant contributor to the global economy. As such, the effective management of this sector has become a widely studied topic. The Handbook of Research on Promotional Strategies and Consumer Influence in the Service Sector is an authoritative reference source for the latest research on emerging methods for innovative service design and delivery, examining how growing customer expectations and global competition has influenced this industry. Featuring quality factors, marketing tools, and the effects of consumer behavior, this publication is ideally suited for researchers, professionals, and academicians actively involved in the service industry.