IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v31y2014i2p168-177.html
   My bibliography  Save this article

The market value for product attribute improvements under price personalization

Author

Listed:
  • Sonnier, Garrett P.

Abstract

Personalization of the marketing mix is a topic of much interest to marketing academics and practitioners. Using discrete choice demand theory, we investigate the aggregate market value for product attribute improvements when firms are engaged in personalized pricing. Our results provide a theoretically grounded rule for how to aggregate consumer valuations to assess the overall profitability of attribute improvements under price personalization. Under common pricing, each consumer contributes the same margin. Profitability of an attribute improvement is thus driven by inducing more consumers to buy. Consumers with high choice probabilities are given less weight in the market valuation under common pricing as they are less responsive to attribute improvements. Under personalized pricing, profitability of an attribute improvement is driven by extraction of consumer surplus from high valuation consumers. Consumers with higher valuations, and consequently higher choice probabilities, are given more weight in the market valuation under personalized pricing. Since individual consumers play a more central role in the market valuation under personalized pricing, estimation of consumer-level valuations is of increased importance. Under common pricing, the market valuation for an attribute improvement is robust to extreme estimates of the consumer-level valuations. Through our theoretical and empirical analyses, we demonstrate that this robustness does not hold under personalized pricing.

Suggested Citation

  • Sonnier, Garrett P., 2014. "The market value for product attribute improvements under price personalization," International Journal of Research in Marketing, Elsevier, vol. 31(2), pages 168-177.
  • Handle: RePEc:eee:ijrema:v:31:y:2014:i:2:p:168-177
    DOI: 10.1016/j.ijresmar.2013.09.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811613001079
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.ijresmar.2013.09.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Greg Shaffer & Z. John Zhang, 2002. "Competitive One-to-One Promotions," Management Science, INFORMS, vol. 48(9), pages 1143-1160, September.
    2. Jie Zhang & Lakshman Krishnamurthi, 2004. "Customizing Promotions in Online Stores," Marketing Science, INFORMS, vol. 23(4), pages 561-578, June.
    3. Knox, George & Eliashberg, Jehoshua, 2009. "The consumer's rent vs. buy decision in the rentailer," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 125-135.
    4. Erik Meijer & Jan Rouwendal, 2006. "Measuring welfare effects in models with random coefficients," Journal of Applied Econometrics, John Wiley & Sons, Ltd., vol. 21(2), pages 227-244, March.
    5. Yuxin Chen & Ganesh Iyer, 2002. "Research Note Consumer Addressability and Customized Pricing," Marketing Science, INFORMS, vol. 21(2), pages 197-208, November.
    6. Wolk, Agnieszka & Ebling, Christine, 2010. "Multi-channel price differentiation: An empirical investigation of existence and causes," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 142-150.
    7. Elie Ofek & V. Srinivasan, 2002. "How Much Does the Market Value an Improvement in a Product Attribute?," Marketing Science, INFORMS, vol. 21(4), pages 398-411, June.
    8. Jorge Silva-Risso & Irina Ionova, 2008. "—A Nested Logit Model of Product and Transaction-Type Choice for Planning Automakers' Pricing and Promotions," Marketing Science, INFORMS, vol. 27(4), pages 545-566, 07-08.
    9. Garrett Sonnier & Andrew Ainslie & Thomas Otter, 2007. "Heterogeneity distributions of willingness-to-pay in choice models," Quantitative Marketing and Economics (QME), Springer, vol. 5(3), pages 313-331, September.
    10. Fay, Scott & Mitra, Deb & Wang, Qiong, 2009. "Ask or infer? Strategic implications of alternative learning approaches in customization," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 136-152.
    11. Train,Kenneth E., 2009. "Discrete Choice Methods with Simulation," Cambridge Books, Cambridge University Press, number 9780521747387, January.
    12. Montgomery, Alan L. & Smith, Michael D., 2009. "Prospects for Personalization on the Internet," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 130-137.
    13. Gerstner, Eitan & Hess, James D & Holthausen, Duncan M, 1994. "Price Discrimination through a Distribution Channel: Theory and Evidence," American Economic Review, American Economic Association, vol. 84(5), pages 1437-1445, December.
    14. Vidyanand Choudhary & Anindya Ghose & Tridas Mukhopadhyay & Uday Rajan, 2005. "Personalized Pricing and Quality Differentiation," Management Science, INFORMS, vol. 51(7), pages 1120-1130, July.
    15. Yunchuan Liu & Z. John Zhang, 2006. "Research Note—The Benefits of Personalized Pricing in a Channel," Marketing Science, INFORMS, vol. 25(1), pages 97-105, 01-02.
    16. Andrew Daly & Stephane Hess & Kenneth Train, 2012. "Assuring finite moments for willingness to pay in random coefficient models," Transportation, Springer, vol. 39(1), pages 19-31, January.
    17. Romana Khan & Michael Lewis & Vishal Singh, 2009. "Dynamic Customer Management and the Value of One-to-One Marketing," Marketing Science, INFORMS, vol. 28(6), pages 1063-1079, 11-12.
    18. Kamel Jedidi & Sharan Jagpal & Puneet Manchanda, 2003. "Measuring Heterogeneous Reservation Prices for Product Bundles," Marketing Science, INFORMS, vol. 22(1), pages 107-130, July.
    19. Anindya Ghose & Ke‐Wei Huang, 2009. "Personalized Pricing and Quality Customization," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 18(4), pages 1095-1135, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Li, Hui & Xu, Yunjie & Huang, Lihua, 2021. "When less is more? The contingent effect of product supply limitation in the release of new electronic products," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    2. Barwitz, Niklas, 2020. "The relevance of interaction choice: Customer preferences and willingness to pay," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Lee, Boram & Fraser, Ian & Fillis, Ian, 2022. "To sell or not to sell? Pricing strategies of newly-graduated artists," Journal of Business Research, Elsevier, vol. 145(C), pages 595-604.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ke-Wei Huang, 2009. "Optimal criteria for selecting price discrimination metrics when buyers have log-normally distributed willingness-to-pay," Quantitative Marketing and Economics (QME), Springer, vol. 7(3), pages 321-341, September.
    2. Bruno Jullien & Markus Reisinger & Patrick Rey, 2023. "Personalized Pricing and Distribution Strategies," Management Science, INFORMS, vol. 69(3), pages 1687-1702, March.
    3. Zhijun Chen & Chongwoo Choe & Jiajia Cong & Noriaki Matsushima, 2022. "Data‐driven mergers and personalization," RAND Journal of Economics, RAND Corporation, vol. 53(1), pages 3-31, March.
    4. Masuyama, Ryo, 2024. "Endogenous targeted pricing with vertical structure," MPRA Paper 121680, University Library of Munich, Germany.
    5. Chongwoo Choe & Stephen King & Noriaki Matsushima, 2018. "Pricing with Cookies: Behavior-Based Price Discrimination and Spatial Competition," Management Science, INFORMS, vol. 64(12), pages 5669-5687, December.
    6. Luo, Meiling & Li, Gang & Chen, Xudong, 2021. "Competitive location-based mobile coupon targeting strategy," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    7. Vidyanand Choudhary & Shivendu Shivendu, 2017. "Targeted Couponing in Online Auctions," Information Systems Research, INFORMS, vol. 28(3), pages 490-510, September.
    8. Arne Hole & Julie Kolstad, 2012. "Mixed logit estimation of willingness to pay distributions: a comparison of models in preference and WTP space using data from a health-related choice experiment," Empirical Economics, Springer, vol. 42(2), pages 445-469, April.
    9. Chongwoo Choe & Jiajia Cong & Chengsi Wang, 2024. "Softening Competition Through Unilateral Sharing of Customer Data," Management Science, INFORMS, vol. 70(1), pages 526-543, January.
    10. Carson, Richard T. & Czajkowski, Mikołaj, 2019. "A new baseline model for estimating willingness to pay from discrete choice models," Journal of Environmental Economics and Management, Elsevier, vol. 95(C), pages 57-61.
    11. Khan, Sana Akbar & Qureshi, Salman Ali & Hunjra, Ahmed Imran, 2014. "CRM Implementation: A Descriptive Study of the Service Industry in Pakistan," MPRA Paper 60788, University Library of Munich, Germany.
    12. John R. Hauser & Felix Eggers & Matthew Selove, 2019. "The Strategic Implications of Scale in Choice-Based Conjoint Analysis," Marketing Science, INFORMS, vol. 38(6), pages 1059-1081, November.
    13. Riccardo Scarpa & Cristiano Franceschinis & Mara Thiene, 2021. "Logit Mixed Logit Under Asymmetry and Multimodality of WTP: A Monte Carlo Evaluation," American Journal of Agricultural Economics, John Wiley & Sons, vol. 103(2), pages 643-662, March.
    14. Xi Li & Xin (Shane) Wang & Barrie R. Nault, 2024. "Is Personalized Pricing Profitable When Firms Can Differentiate?," Management Science, INFORMS, vol. 70(7), pages 4184-4199, July.
    15. Neeraj Arora & Xavier Dreze & Anindya Ghose & James Hess & Raghuram Iyengar & Bing Jing & Yogesh Joshi & V. Kumar & Nicholas Lurie & Scott Neslin & S. Sajeesh & Meng Su & Niladri Syam & Jacquelyn Thom, 2008. "Putting one-to-one marketing to work: Personalization, customization, and choice," Marketing Letters, Springer, vol. 19(3), pages 305-321, December.
    16. Zhijun Chen & Chongwoo Choe & Noriaki Matsushima, 2020. "Competitive Personalized Pricing," Management Science, INFORMS, vol. 66(9), pages 4003-4023, September.
    17. Daziano, Ricardo A. & Achtnicht, Martin, 2014. "Accounting for uncertainty in willingness to pay for environmental benefits," Energy Economics, Elsevier, vol. 44(C), pages 166-177.
    18. Bazzani, Claudia & Palma, Marco A. & Nayga, Rodolfo M., Jr., 2018. "On the use of flexible mixing distributions in WTP space: an induced value choice experiment," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 62(2), April.
    19. Didier Laussel & Joana Resende, 2022. "When Is Product Personalization Profit-Enhancing? A Behavior-Based Discrimination Model," Management Science, INFORMS, vol. 68(12), pages 8872-8888, December.
    20. Marta Rocha & Thomas Greve, 2021. "Contracting in a Market with Differential Information," Journal of Industry, Competition and Trade, Springer, vol. 21(2), pages 193-210, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:31:y:2014:i:2:p:168-177. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.