ISSUE EDITORS VOLUME 6, NUMBER 1 HAIPENG (ALLAN) CHEN ...€¦ · • The unique challenges and...

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Behavioral Pricing

LL FOR

15, 2019

J O U R N A L O F T H E A S S O C I AT I O N F O R C O N S U M E R R E S E A R C H

ISSUE EDITORS: HAIPENG (ALLAN) CHEN, DAVID HARDESTY, AKSHAY RAO, LISA E. BOLTON

VOLUME 6, NUMBER 1

Papers appearing in the issue should not exceed 8,000 words. Submissions will receive double-blind peer review. Guidelines may be found at the JACR home page. Authors who would like additional information are encouraged to contact the co-editors at allanchen@uky.edu, david.hardesty@uky.edu, arao@umn.edu, or boltonle@psu.edu.

Pricing is one of the pillars of marketing and has attracted the attention of marketing

academics and practitioners since the inception of the field. Witnessing an evolution from a

classical economic perspective to a behavioral perspective, pricing research has moved beyond

the strictly rational view to incorporate more realistic, behaviorally descriptive assumptions

that help decipher consumer reactions to, and the marketing implications of, important pricing

strategies and tactics.

Pricing research based on behaviorally descriptive assumptions has attracted scholars from

diverse fields including marketing, economics, psychology, and other allied fields. The

interactions among scholars from these fields have influenced key concepts/constructs and

theoretical relationships, and fostered a trend towards an interdisciplinary, multi-method

approach in behavioral pricing research. The unique opportunities of collecting archival,

scanner, field, survey and biometric data to corroborate lab experiments have greatly facilitated

the development of behavioral pricing.

Against this backdrop, this special issue of JACR is designed to target and attract multiple

groups of scholars. First, we encourage submissions from marketing and consumer researchers

who have an interest in richer and more nuanced understandings of phenomena related to

pricing and its underlying processes. The documentation of such phenomena and processes can

be demonstrated via experiments, field studies, secondary data, surveys, biometric data,

meta-analysis, or other viable methodologies. Second, we seek submissions from researchers in

allied fields (e.g., economics, psychology, operations management, strategy, information

science) that have a substantive interest in pricing (broadly defined) and its implications for

firms, consumers, public policy makers, and other important stakeholders.

Regardless of their field, perspective or method, authors should consider how their findings

and/or insights could contribute to a better understanding of pricing theory and practice within

SUBMISSION PORTAL OPENSINITIAL MANUSCRIPT SUBMISSION DEADLINEDEADLINE FOR SUBMISSION OF FINAL MANUSCRIPTS

OCTOBER 15, 2018JULY 15, 2019

AUGUST 15, 2020

J O U R N A L O F T H E A S S O C I AT I O N F O R C O N S U M E R R E S E A R C H

PRE-PUBLICATION TIMELINEQ&A: The co-editors will attend the Pricing Camp (May 14-16, 2018, in Boston) and ACR Annual

Conference (Oct. 11-14, 2018, in Dallas) and answer any questions about the special issue. Interest-

ed authors can also email the co-editors with questions.

A mini-conference will be hosted April 17-19, 2020, at the University of Kentucky in Lexington, KY.

• The conference will feature presentations by author teams whose papers have been conditionally accepted for publication in the special issue.

• Leading scholars in behavioral pricing in marketing and allied fields and pricing practitioners will be invited to provide feedback.

• To maximize the impact of the special issue, author teams will record a 2-minute pitch of their papers and the recording will be widely disseminated to several audiences including media.

• Doctoral students can apply for a travel stipend in order to attend the conference.

The JACR special issue will be published in January 2021.

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the realm of consumer research. Authors may submit original work that establishes a new

phenomenon, attempts to solve a puzzle, relaxes well-accepted assumptions, rebuts existing

findings, provides a better understanding of a controversy, or provides an overarching concep-

tual framework that synthesizes and advances the current understanding of pricing. Special

attention will be devoted to the appropriate and creative employment of multiple methods in

addressing research questions central to behavioral pricing. When appropriate, commentaries

from academic or industry experts or policymakers will be invited.

Topics that are relevant to this issue include (but are not limited to):

• Consumer perceptions and reactions to di�erent pricing strategies and tactics

• Development of new pricing strategies and tactics that would enhance firm profit and/or consumer welfare (e.g., pay-what-you-will, group-buying, dynamic pricing, digital price tags, crowd-funding pricing)

• The unique challenges and opportunities posed by Web 2.0 and shopper marketing

• Cognitive and a�ective antecedents and consequences of the processing of price information

• The roles of consumer demographics (e.g., age, gender, numeracy, political ideology) on the impact of pricing tactics and strategies

• Cultural di�erences in pricing practices and consumer reactions

• The contribution of pricing to the firm’s bottom line

• Implications of changes in laws and regulations on firms’ pricing practices and consumer information processing and decision making

• Biological and neuro-scientific responses to prices and their behavioral ramifications