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- W3196522116 abstract "Traditional behavior-based pricing (BBP) models typically reward new consumers with lowerbut always positive prices, which is counter to the competitive free-trial practice. Observing free-trial goods are often with social effect whereby a consumer gains positive externality from otherconsumers’ usage for the same product, we develop a two-period duopoly to examine whetherthe social effect alone can resolve this conflict, and meanwhile to study the implications of BBPunder social effect. Our model considers both symmetric and asymmetric settings of social effectin which repeat consumers gain identical and higher social externalities than new consumers do,respectively. First, we find both the social effect and its asymmetry can induce a free-trialequilibrium under the BBP framework. Second, prior studies commonly suggest using BBP willintensify the second-period rivalry but soften the first-period one, and in total drag firms intoa prisoner’s dilemma. In symmetric setting, using BBP will further hurt firms’ profitabilitiesby aggravating the first-period rivalry because of the intertemporal interplay of social effectsinduced by consumer patience. However, adopting BBP in asymmetric setting surprisingly canlead to higher total profits than not due to firm patience. Finally, our analyses also show theintrinsic discriminations between the two settings regarding social welfare." @default.
- W3196522116 created "2021-09-13" @default.
- W3196522116 creator A5043644518 @default.
- W3196522116 date "2021-07-06" @default.
- W3196522116 modified "2023-09-25" @default.
- W3196522116 title "Behavior-Based Pricing under Social Effect" @default.
- W3196522116 hasPublicationYear "2021" @default.
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