Purchase Decision
Source: https://bm.hkust.edu.hk/bizinsight/tag/purchase-decision Parent: https://bm.hkust.edu.hk/bizinsight/bizbites
WANG, Yajin
ZHANG, Ying
Strengths versus Weaknesses: Parental Choices in Educational Purchases and the Pursuit of Status
In competitive societies, educational products represent significant purchase decisions for families. As noted by HKUST’s Qihui Chen and her coauthors, “Parents’ preferences when purchasing educational products for their children are primarily shaped by their values, beliefs, and observations of society.” Their research shows that the choice between ... Read More
[ BizBites ]
WANG, Yajin
ZHANG, Ying
Strengths versus Weaknesses: Parental Choices in Educational Purchases and the Pursuit of Status
In competitive societies, educational products represent significant purchase decisions for families. As noted by HKUST’s Qihui Chen and her coauthors, “Parents’ preferences when purchasing educational products for their children are primarily shaped by their values, beliefs, and observations of society.” Their research shows that the choice between ... Read More
[ BizStudies ]
MINSON, Julia
YEOMANS, Michael
GINO, Francesca
No More Mr Nice Guy: Tougher Negotiators Make Better Deals
Distributive bargaining is innately competitive: one party cannot benefit without the other’s losing out. To secure the best deals, good negotiation skills are crucial. Negotiators usually opt for one of two opposing communication styles—warm and friendly or tough and firm. But which has the upper hand in a distributive bargaining context? Negotiation expert ... Read More
[ BizStudies ]
MINSON, Julia
YEOMANS, Michael
GINO, Francesca
No More Mr Nice Guy: Tougher Negotiators Make Better Deals
Distributive bargaining is innately competitive: one party cannot benefit without the other’s losing out. To secure the best deals, good negotiation skills are crucial. Negotiators usually opt for one of two opposing communication styles—warm and friendly or tough and firm. But which has the upper hand in a distributive bargaining context? Negotiation expert ... Read More
[ BizBites ]
TANG, Christopher
XU, He
Abating Double-Blind Effect in Opaque Selling
Opaque selling is a marketing strategy adopted by industries such as retailing and travel under which firms sell end-of-the-season inventory of different products as a single opaque good and customers find out the specific products they actually get only after they have made the purchase. Opaque selling entails a “double-blind” process: customers do not know ... Read More
[ BizStudies ]
GOPAL, Anandasivam
PARK, Sung-Hyuk
The Perfect Match: Personalised Shopping Recommendations for Mobile Devices
Few people leave home without their smartphones or other mobile devices, which now dominate almost every aspect of our personal lives — including shopping. We already know that purchase behavior differs between mobile- and PC-based shopping, but the exciting potential to optimise recommendation systems for mobile channels has been largely untapped—until now ... Read More
[ BizStudies ]
CHATTOPADHYAY, Amitava
KIM, Christine
WADHWA, Monica
The Power of Surprise as a Marketing Tool
Before any new product is launched, it must be tested. As customer reviews flow in, companies may find that they receive more than they bargained for. Customers may use a product in ways never anticipated by the brand, discovering novel benefits. How should brands harness the power of such serendipity? This was the question asked by HKUST professors J ... Read More
[ BizStudies ]
UETAKE, Kosuke
WANATABE, Yasutora
Under Pressure: Consumers’ Responses to Context-based Marketing
Consumer demographics, product attributes, and purchase history has long been at the heart of marketing communications. That said, with the rise of big data and real-time consumer information, more attention has been paid recently to context-based marketing, in which consumers are shown different types of advertisements depending on environmental factors and ... Read More
[ BizStudies ]
How to Win Friends and Influence People
Marketers and other agents use a variety of tactics to influence us. One commonly-used persuasion tactic is flattery. But does flattery really work, or do we see right through it? Professor Jaideep Sengupta draws on his extensive research on persuasion techniques to present insights into this topic. He highlights the unexpected long-term effects of flattery ... Read More
[ BizTalks ]
Pricing Strategies for Gift Giving
Gift giving generates large revenues for businesses, corresponding to 17.6 percent of retail sales in Hong Kong. Despite their importance for the retail industry, retailers tend to follow the same pricing strategies as for other regular products or services. Yet, consumers purchase decisions for gifts are fundamentally different compared to purchases for own ... Read More
[ BizTalks ]