Elias Barth

To study price dynamics of the Swiss online retail market, prices of 1,200 products from 299 retailers were observed for 50 days. The authors identified four dynamic pricing strategies, compared the price changes of pure online and cross-channel retailers and measured how dynamic pricing influences retailers’ value for money ratings.

Event-specific price promotions such as Black Friday promotions play an important role for retailers’ promotional activities. The question arises whether some discounts levels are more attractive when communicated as an event-specific promotion or as a regular price promotion. The study shows that the effect of deal level on consumers’ perceived deal attractiveness depends on the promotion framing. For low discounts, framing promotions as “Black Friday Promotion” leads to a higher deal attractiveness than regular promotion framing. When a high discount is offered, the promotions are perceived as equally attractive. The results indicate that price consciousness plays a moderating role in this relationship. Consumers with high levels of price consciousness show stronger reactions to the interaction of discount level and promotion framing. Surprisingly, highly price conscious consumers evaluate Black Friday Promotions at high discount levels as less attractive than regular promotions.