NATIONAL BUREAU OF ECONOMIC RESEARCH
NATIONAL BUREAU OF ECONOMIC RESEARCH
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Zheng Fang

Sichuan University
29 Wangjiang Road
Chengdu, Sichuan
P.R.C 610064

E-Mail: EmailAddress: hidden: you can email any NBER-related person as first underscore last at nber dot org
Institutional Affiliation: Sichuan University

NBER Working Papers and Publications

March 2016Competitive Price Targeting with Smartphone Coupons
with Jean-Pierre H. Dubé, Nathan Fong, Xueming Luo: w22067
We conduct a large-scale field experiment to study competitive price discrimination in a duopoly market with two rival movie theaters. The firms use mobile targeting to offer different prices based on location and past consumer activity. A novel feature of our experiment is that we test a range of relative ticket prices from both firms to trace out their respective best-response functions and to assess equilibrium outcomes. We use our experimentally-generated data to estimate a demand model that can be used to predict the consumer choices and corresponding firm best-responses at price levels not included in the test. We find an empirically large return on investment when a single firm unilaterally targets its prices based on the geographic location or historical visit behavior of a mobile ...

Published: Jean-Pierre Dubé & Zheng Fang & Nathan Fong & Xueming Luo, 2017. "Competitive Price Targeting with Smartphone Coupons," Marketing Science, vol 36(6), pages 944-975.

August 2015Self-Signaling and Prosocial Behavior: a Cause Marketing Mobile Field Experiment
with Jean-Pierre Dubé, Xueming Luo: w21475
We empirically test an information economics based theory of social preferences in which ego utility and self-signaling can potentially crowd out the effect of consumption utility on choices. Two large-scale, randomized controlled field experiments involving a consumer good and charitable donations are conducted using a subject pool of actual consumers. We find that bundling relatively large charitable donations with a consumer good can generate non-monotonic regions of demand. Consumers also self-report significantly lower ratings of “feeling good about themselves” when a large donation is bundled with a large price discount for the good. The combined evidence supports the self-signaling theory whereby price discounts crowd out a consumer’s self-inference of altruism from buying a good bu...

Published: Self-Signaling and Prosocial Behavior: A Cause Marketing Experiment Jean-Pierre Dubé, Xueming Luo, and Zheng Fang Marketing Science 201736:2 , 161-186

 
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