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Essays On Dispersion, Fairness Perception And Partitioning Of Online Prices, Yiyuan Liu

Theses and Dissertations

My dissertation is primarily on online pricing, by empirically investigating how formats and structures of prices influence consumer responses and subsequent purchasing behavior, brand choice, etc. Currently, three essays of my dissertation explore topics on price fairness perception, price dispersion, as well as price partitioning.

First, although previous researchers have tested effects of price changes on consumer's perceptions on price (e.g., Maxwell 1999, Campbell 2007), little work has focused on the effects of prices/costs levels on online price judgments and virtually none has examined it jointly with both internal/external reference prices from multiple comparison parties. Less work has applied price …