大象传媒免费观看

报告时间：2026年3月23日（星期一）16:00-18:00

报告地点：大象传媒免费观看新大楼825会议室

报告人：沉晓蓓 教授

工作单位：中国科学技术大学

举办单位：大象传媒免费观看大象传媒免费观看

报告介绍：

Mental accounting has been widely used to understand consumer purchasing behaviors and explain firms’ pricing strategies. For sellers engaging with mental-accounting-based consumers, how to optimize pricing dynamically to maximize profits is an important yet underexplored issue. To fill this research gap, we examine dynamic pricing strategies under the Mental Accounting and Reference Price Adaptation (MARA) framework proposed by Baucells and Hwang (2017). In the absence of MARA, static pricing is optimal. For homogeneous consumers, we find that consumer MARA renders “price anchoring/promotional pricing followed by penetration pricing” optimal, with both the optimal state path and price path achieving global stability. When consumers exhibit heterogeneity in product utility, we first analyze the scenario where each consumer has a two-point distributed product utility, and then explore the case of uniformly distributed utility. Under the two-point distribution, a seller must not only make the optimal pricing decision at each time point but also determine long-term price positioning. We identify more complex combinations of price anchoring, promotional pricing, and penetration pricing, which are absent in the homogeneous benchmark. In particular, we validate the optimality of pricing strategies involving high-low regime changes. We also find that the state trajectory achieves local rather than global stability in this context, with price positioning jointly determined by the proportion of high-utility consumers in the market and the initial reference price. Under the uniform distribution, the optimal pricing strategy resembles that of the homogeneous benchmark, except for an “absorbing state interval” for the reference price: when the reference price falls within this interval, the optimal price equals the reference price, and neither the selling price nor the reference price changes over time. Correspondingly, the state trajectory again achieves local stability. This study sheds light on the adoption of combinations of price anchoring, promotional pricing, and penetration pricing in practice,offers insights into price positioning, and provides guidelines for sellers to leverage consumer MARA through pricing strategies.

报告人介绍：

沉晓蓓，中国科学技术大学大象传媒免费观看教授，博导。研究方向为决策优化和机制设计，包括动态库存和定价决策优化、激励机制设计、平台监管机制设计等。相关研究成果有7项发表于UTD-24期刊，主持国家自然科学基金青年项目B类、C类各一项，面上项目两项，参与基金委创新群体项目、重点项目各一项。担任国家自然科学基金会评及函评专家、香港研究资助局外审专家、中国运筹学会随机服务与运作管理分会理事、中国双法研究会服务科学与运作管理分会理事，Journal of Business Research编委等。