Understanding the Impact of In-Process Promotional Messages: An Application to Online Auctions

This chapter provides insights into bundling practices for online reverse auctions by exploring approaches and reporting experiences of 252 companies in the U.S. manufacturing industry. Within the context of Parente et al.’s (2004) conceptual framework for the analysis of online auctions, aspects of the “Product Characteristics” component were explored. Bundling issues investigated include content, goals, structure, and performance. Following the theme of the book, differences and similarities in bundling behavior and outcomes between small and large enterprises are emphasized, highlighting the impact of firm size and the resulting strategies explored. While large corporations are usually on the forefront of information technology adoption and use, the potential is significant for smaller firms as well. As such, this chapter provides managerial insights, useful especially to smaller companies, for successfully employing bundles in reverse auctions.

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Risk Disclosures in Televised Prescription Drug Advertising to Consumers

Journal of Public Policy & Marketing ◽

10.1177/074391568900800106 ◽

1989 ◽

Vol 8 (1) ◽

pp. 64-80 ◽

Cited By ~ 61

Author(s):

Louis A. Morris ◽

Michael B. Mazis ◽

David Brinberg

Keyword(s):

Prescription Drugs ◽

Risk Disclosure ◽

Television Commercials ◽

Drug Advertising ◽

Direct To Consumer ◽

Promotional Messages ◽

Promotional Message ◽

Direct To Consumer Advertising ◽

Risk Disclosures ◽

The Impact

Advertising prescription drugs directly to the public is a marketing strategy currently being considered by several manufacturers. However, direct-to-consumer advertising is discouraged because federal regulations mandate extensive disclosure of product risks within television commercials. An experimental study of 676 subjects was performed to examine the impact of risk disclosure variations in television commercials on awareness and knowledge of both the warnings and the promotional messages. The amount, specificity, and format of risk information contained in the ads was varied while the promotional message remained constant. Results indicated a “trade-off” in risk/benefit communications. Risk disclosures that produced greater risk awareness and knowledge also reduced promotional message awareness and knowledge.

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“Name your price” – online auctions and reference prices

Journal of Product & Brand Management ◽

10.1108/jpbm-06-2014-0626 ◽

2014 ◽

Vol 23 (6) ◽

pp. 420-428 ◽

Cited By ~ 1

Author(s):

Kashef A. Majid ◽

Andrew Bryant ◽

Pradeep A. Rau

Keyword(s):

Online Auctions ◽

Online Auction ◽

Barriers To Entry ◽

Reverse Auctions ◽

Content Type ◽

Success Stories ◽

Reference Prices ◽

The Impact ◽

Multiple Reference ◽

Initial Price

Purpose – This paper aims to investigate the presence of varying price points on the impact of product valuations in both English and reverse auctions on potential bidders, that is, those not yet engaged in the auction. Internet auctions, both English style and reverse, constitute one of the success stories of digital commerce. Design/methodology/approach – As its method of research, this paper uses an experimental approach to explore the effects of multiple reference prices. Findings – While previous research has done well to show that a lower initial price decreases barriers to entry and can lead to a higher final price in English-style auctions, this research shows that such a strategy may harm potential bidders’ product perceptions due to multiple reference prices. The authors explore situations of multiple reference prices in the context of reverse auctions, where both higher and lower reference prices are shown to be able to increase product valuations. Research limitations/implications – Additional research of a variety of products and using a representative sample would enhance the findings of this paper. Practical implications – The findings show that reference prices have differing impacts, which are dependent upon the goal of either maximizing or minimizing the distance between the initial price and the price consumers are willing to pay in an online auction. Originality/value – The investigation links differing goals created by the type of auction to the potential impact of the reference price. In addition, we explore the effects of multiple reference prices on consumer valuations.

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The Happiness Premium: The Impact of Emotion on Individuals’ Willingness to Pay in Online Auctions

AIS Transactions on Human-Computer Interaction ◽

10.17705/1thci.00080 ◽

2016 ◽

Vol 8 (3) ◽

pp. 74-87 ◽

Cited By ~ 1

Author(s):

Lingyao Yuan ◽

Alan Dennis ◽

Keyword(s):

Willingness To Pay ◽

Online Auctions ◽

The Impact

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