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When It is Too Good to be True: Examining Consumers’Reactions and Firms'Responses to Online Price Mistakes

Release time:July 4, 2017 / Siying He

Topic:When It is Too Good to be True: Examining Consumers’Reactions and Firms’Responses to Online Price Mistakes  

Speaker:Xia Lan, Bentley University

Reporter:Associate Professor Yao Tang          

Date:15:00-17:00, July 6

Venue:A212, The New Main Building            

 

Abstract:      

As transactions increasingly move to the Internet and are automated, price mistakes are fairly common either due to human errors or technical glitches. While many consumers jump on these deals, retailers respond to these differently, leading to different consumer reactions.          

This research explores how likely consumers are to take advantage of pricing mistakes and what factors influence their decision. In addition, the research explores consumer reactions to company responses to pricing mistakes.          

 

Bio of the Speaker:      

Lan Xia is an Associate Professor (tenure) in the Marketing Department at the McCallum Graduate School of Business, Bentley University. She completed her PhD in Marketing at University of Illinois Urbana-Champaign in 2003. Her major areas of research include behavioral pricing, price fairness perceptions, service pricing, consumer information processing, and online consumer behaviors. Her work has appeared in Journal of Marketing, Journal of Retailing, Journal of Consumer Psychology, Journal of Service Research, Journal of Interactive Marketing, Journal of Economic Psychology, and International Journal of Electronic Commerce. She also serves on the editorial review board of Journal of Business Research, Journal of Product & Brand Management and Journal of Consumer Marketing.