作者：
关键字：春华 助理 讲座
摘要：应管理学院会计系孙芳芳老师邀请，加拿大英属哥伦比亚大学营销系助理教授吴春华博士来我院进行学术交流。吴春华博士主要研究方向包括：结构模型，互联网广告，社会网络，客户关系管理等。目前已经有三篇文章发表在营销领域顶级期刊Marketing Science上。
报告时间：6月19日（周一）上午10：00
报告地点：2H308
报告题目：Profiting from Asymmetrically Dominated Alternatives: The Case of Online Diamond Pricing
报告摘要：
The asymmetric dominance effect, first introduced by Huber et al. (1982), has been robustly documented in various lab experiments in the literature. However, the practical validity and significance in a real marketplace has never been verified. In this paper, we empirically test the existence of this effect and, more importantly, quantify its magnitude using a unique panel data set from a major online jewelry market. We estimate a proportional hazard model that is derived from consumer choice primitives, including consumer arrival process, consumer consideration set formation, conditional choice probabilities with embedded asymmetric dominance effect. Our model estimates suggest that in general consumers have low probability of detecting the existence of the dominance relationships in the marketplace; however once they discover, the decoy diamonds significantly increase sales likelihoods of dominant diamonds. We quantify the overall profit impact of asymmetric dominance and find that it contributes about 21.4% of the retailer’s gross profit. We also find that the existing decoy pricing in the marketplace improves the retailer’s overall gross profit by 19%, compared to a uniform pricing strategy with no dominance relationship. Finally, we explore various strategies that the retailer can adopt to improve its profitability through further utilizing the asymmetric dominance effect. We find that there is a great potential for the retailer to gain additional profits.