Modeling consumer preferences for status-signaling brands: branding, pricing, and product-line decisions

摘要: Author(s): Becerril Arreola, Rafael | Advisor(s): Hanssens, Dominique M Abstract: This dissertation introduces methods to quantitatively model the effects of human needs for social status on consumer behavior. More precisely, in this we: a) propose first actionable metrics signaled by brands as functions product line prices; b) use new and a quality choice show that both ability motivation pursue through consumption are affected economic resources available consumers; c) identify composition pricing strategies favor sales status-signaling products under different levels inequality among consumers. Important methodological managerial contributions drawn from proposed models. For instance, inclusion models allow abstract rich substitution patterns. In terms implications, we find including affordable into brand's may not harm brand long median price is relatively high most sold very expensive. We also increasing wealth enhances demand low-end dispersion preferences signaling their saliency. High-end brands, contrast should adapt equalizing lines across categories.