Academic Seminar"Marshmallow Pricing": Effects of "Wait-and-Not-Pay" Schemes on the Monetization of Hedoic Digital Content
- 2018-09-20 ~ 2018-09-20
IT경영 분야 세미나를 아래와 같이 개최하오니, 관심 있는 분들의 많은 참석 부탁 드립니다.
1. 일시: 2018년 9월 20일 (목), 16:00~17:20
2. 장소: 9호관 7층, 9708호 강의실
3. 강사: 최애리 (KAIST)
4. 주제: "Marshmallow Pricing": Effects of "Wait-and-Not-Pay" Schemes
on the Monetization of Hedoic Digital Content
5. 연구분야: IT경영 분야
* Lecture will be delivered in English.
On the basis of discount utility and choice theories, this study develops analytical frameworks and empirically assesses the effects of “marshmallow pricing” on the monetization of hedonic digital content. Marshmallow pricing is a strategy in which consumers are given the option to either wait for a few days to acquire hedonic digital content for free or pay to consume it immediately. We also evaluate the extent to which content attributes moderate the effectiveness of such impatience-exploiting pricing mechanisms. The findings indicate that marshmallow pricing increases the sales of addictive digital content, thus generating new demand from users who would otherwise forgo participation in the market. In addition, the effectiveness of the scheme depends significantly on content characteristics and design attributes. We conclude with a discussion of the application of such pricing mechanisms in other contexts wherein consumers are willing to pay rather than wait for immediate satisfaction.