The exploration of hotel reference prices under dynamic pricing scenarios and different forms of competition

The reference price, used by consumers to evaluate market prices, has tremendous relevance in dynamic pricing. Reconciling current heterogeneous theories and studies on reference prices, this paper analyzes the impact of hotel price sequences on consumers’ reference prices through a lab and a field experiment. Experiment 1 tests the importance of retrospective price evaluations, while Experiment 2 evaluates the impact of three forms of competition: (i) simultaneous behavior, where firms adjust prices simultaneously; (ii) leader-follower behavior, where one firm acts as the leader; and (iii) independent behavior, where each player takes its rival’s strategy as given and seeks to maximize its own profits. The results show that consumers decrease their reference price when competing hotels adjust their prices simultaneously. Relevant managerial implications are drawn for the hospitality industry, which is affected by the presence of online travel agencies that announce the daily rates offered by each competitor

Does Advertising Based on Gender Equality Work and Which Consumer Groups Should Be Addressed?

In this paper, we examine gender equality as one aspect of CSR that can be used for innovative image advertising. We identify two consumer groups that differ with regard to their internalization of gender equality and thus regarding their reactions to an image campaign that is based on gender equality. [to cite]: Silke Bambauer-Sachse and Zoltan Horvath http://www.acrwebsite.org/volumes/15782/volumes/v38/NA-38 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. 249 Advances in Consumer Research Volume 38, © 2012 ABSTRACT In this paper, we examine gender equality as one aspect of CSR that can be used for innovative image advertising. We identify two consumer groups that differ with regard to their internalization of gender equality and thus regarding their reactions to an image campaign that is based on gender equality

Effects of brand placement in PC/Video games on the change of the attitude toward the advertised brand

Effects of brand placement in PC/Video games on the change of the attitude toward the advertised brand. - In: Enhancing knowledge development in marketing. 16. 2006. S. 231-24

Websites als Qualitätssignal

Websites als Qualitätssignal : eine empirische Analyse der Effekte ausgewählter Website-Elemente. - Aachen : Shaker, 2003. - IX, 224 S. - (Berichte aus der Betriebswirtschaft). - Zugl.: Augsburg, Univ., Diss., 200

Die Wirkung der Stimmung des Kunden im Verkaufsgespräch

Die Wirkung der Stimmung des Kunden im Verkaufsgespräch / H. Gierl, S. Bambauer. - In: Der Markt. 45. 2006. 176. S. 3-1