Gianluca Scheidegger

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.

Money is much more than dollars, pounds or yen. The digitization of money has led to the emergence of numerous virtual currencies. Countless virtual currencies have emerged through the digitization of money. Billions of U.S. dollars are exchanged using such virtual currencies every year. Still, most pricing-related marketing research focuses on payments using official currencies. In our article, we build upon payment-mechanism and processing fluency research to predict consumers’ purchase intentions with virtual currencies. Study 1 addresses how perceived money similarity can be predicted by semantic similarity measurements. In Studies 2 and 3, we replicate real-world purchase scenarios to show how a virtual currency’s dissimilarity to money decreases purchase intentions through both the increase of processing fluency and the increase of pain of payment. Managerial as well as theoretical implications are discussed.

Social commerce and live shopping are on the rise. Major retailer across the globe have started marketing their products on live streams directly to billions of customers. Still, live shopping has not yet received much attention in marketing research. In this article, we build upon findings from service and marketing research to study the role of the salesperson in live shopping. In an online experiment, we show that the excessive expression of positive emotions trough smiling negatively affects perceived expertise of the salesperson and purchase intentions for the advertised hedonic product. For utilitarian products, we find no influence of positive emotions on purchase intentions. Implications for research and practice are being discussed.

This article investigates customer inspiration at the point of purchase with 142 randomized field experiments that include 52,400,331 shopping journeys. The cumulative results indicate that the product category and the video content determine the effectiveness of inspiration.

Money is much more than dollars, pounds or yen. The digitization of money has led to the emergence of numerous virtual currencies (i.e., company-issued currencies for purchases within the company’s ecosystem). Billions of US dollars are exchanged using such virtual currencies every year. Still, most pricing-related research focuses on payments using official currencies. In our article, we build upon payment mechanism and processing fluency research to predict consumers’ purchase intentions with virtual currencies. Study 1 addresses how perceived money similarity can be predicted by semantic similarity measurements. In Studies 2 and 3, we replicate real-world purchase scenarios to show how a virtual currency’s dissimilarity to money decreases purchase intentions through both the decrease of processing fluency and the increase of pain of payment. Managerial as well as theoretical implications are discussed.