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THE IMPACT OF CUSTOMIZED PRICE PROMOTION AND FUNCTIONAL IMPULSIVITY ON EVALUATION OF DEALS: AN EMPIRICAL INVESTIGATION

Bolton, Dorcia E

Abstract Details

2018, Doctor of Business Administration, Cleveland State University, Monte Ahuja College of Business.
The marketplace has seen several developments in technologies that facilitate firms’ ability to customize prices to target consumers. However, despite improvements in targeting efficiency, many firms still struggle with effective customization of prices. While many firms embrace customized price promotion as a strategy to offer exclusive prices to select customers, the related consequences for firms and consumers remain relatively unexplored. Research suggests that consumers generally prefer more exclusive to more inclusive deals. However, little is known about how individual differences and promotional design factors influence consumer response to customized price promotion deals. In addition, research now suggests that consumers place more emphasis on immediate versus delayed gratification. Furthermore, although the literature is rich with research on impulsivity, consumer researchers are yet to examine the impact of functional impulsivity despite delineation in the psychology domain differentiating it from dysfunctional impulsivity. This dissertation examines the customized price promotion strategies of firms and the related consequences for firms and consumers. Specifically, the dissertation is framed on two issues: (1) the hitherto, unexplored factors that can potentially impact consumer response to customized price promotion, and (2) the impact of exclusivity on affect-based consequences. Overall, this research has several implications for consumer research, marketing theory, and strategy. It draws attention to the impact of the customization of pricing strategies, and the likely shifts in consumer values and decision-making processes. Also, it examines the role of previously unexplored concepts such as functional impulsivity and the exclusivity effect on deal evaluation. In addition, it provides empirical evidence in support of theories that can provide actionable insights to help firms with effective price customization.
Sreedhar Madhavaram (Committee Chair)
Jungsil Choi (Committee Member)
Jieun Park (Committee Member)
Vishag Badrinarayanan (Committee Member)
154 p.

Recommended Citations

Citations

  • Bolton, D. E. (2018). THE IMPACT OF CUSTOMIZED PRICE PROMOTION AND FUNCTIONAL IMPULSIVITY ON EVALUATION OF DEALS: AN EMPIRICAL INVESTIGATION [Doctoral dissertation, Cleveland State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=csu1534778131125585

    APA Style (7th edition)

  • Bolton, Dorcia. THE IMPACT OF CUSTOMIZED PRICE PROMOTION AND FUNCTIONAL IMPULSIVITY ON EVALUATION OF DEALS: AN EMPIRICAL INVESTIGATION. 2018. Cleveland State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=csu1534778131125585.

    MLA Style (8th edition)

  • Bolton, Dorcia. "THE IMPACT OF CUSTOMIZED PRICE PROMOTION AND FUNCTIONAL IMPULSIVITY ON EVALUATION OF DEALS: AN EMPIRICAL INVESTIGATION." Doctoral dissertation, Cleveland State University, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=csu1534778131125585

    Chicago Manual of Style (17th edition)