题　目：Consumer Deliberation and Pricing Strategy for New Products in a Competitive Market

嘉　宾：刘霖 教授 北京航空航天大学经济与管理学院

主持人：史正煜 助理教授 上海交通大学安泰经济与管理学院

时　间：2026年4月27日（周一）9:30-11:00

地　点：上海交通大学 徐汇校区 安泰经济与管理学院A503

内容简介:

In many shopping situations, consumers do not have pre-determined preferences before shopping and thus focus on status-quo options without considering new products. We explore a competitive market in which an entrant can strategically use its price to encourage consumers’ preference deliberation and divert their attention from the status-quo product whereas the incumbent can use its price to avoid or encourage deliberation too. Our analytical results show how deliberation cost influences sellers’ pricing strategies. When the cost is low, both sellers benefit from preference deliberation: the entrant gains market entry, while the incumbent leverages higher pricing power despite losing some market share, leading to a transgressive pricing strategy that encourages consumer deliberation. When the cost is high, their objectives diverge: the entrant promotes deliberation to enter the market, while the incumbent inhibits it to protect its dominance, resulting in a regressive pricing strategy that discourages consumer deliberation. In addition, our results show that an increase in consumers’ probability of preferring the new product leads to a counterintuitive inverted-U-shaped upper bound of the deliberation cost for consumers to engage in deliberation. Interestingly, higher deliberation costs can paradoxically increase both consumer surplus and social welfare, as the incumbent shifts from a higher transgressive price to a lower regressive price. We also explore the cannibalization scenario where a single seller prices two products and compare the equilibrium with the model of the competitive market, showing that competition yields less restrictive conditions for consumers’ preference deliberation.

演讲人简介：

刘霖，北京航空航天大学经济管理学院市场与数字化营销系主任、教授、博导，北航数字化营销研究中心主任、Production and Operations Management编委，研究方向为市场竞争、行为经济学、可持续消费等。

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