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Pricing of conspicuous goods: a competitive analysis of social effects

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Social needs play an important role in the purchase of conspicuous goods. In this article, the authors extend traditional economic models to accommodate social needs, such as desire for uniqueness and conformism, and examine their implications for pricing conspicuous goods. First, in the context of a duopoly, they identify the conditions in which the desire for uniqueness can increase demand among some consumers as the price of a product increases. Second, the authors show that though the desire for uniqueness leads to higher prices and firm profits, a desire for conformity leads to lower prices and profits. Third, the authors find that consumers purchase high-quality products not because of their desire for uniqueness but rather despite it. Finally, marketers of conspicuous goods might find it beneficial not to highlight the functional differences among their products when the need for uniqueness is high. In a laboratory test, the authors find support for the claim that demand for a product among consumers who desire uniqueness increases as its price increases..Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Consumer behavior Competition Social impact Market strategy Pricing policies studies
ISBN/ISSN	222437
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data