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Academic Seminar"Marshmallow Pricing": Effects of "Wait-and-Not-Pay" Schemes on the Monetization of Hedoic Digital Content

  • Date
  • 2018-09-20 ~ 2018-09-20
  • Time
  • 16:00 ~ 17:30
  • Place
  • Building 9, 7th #9708
  • Department
  • School of Management Engineering
  • Major
  • IT Management
We would like to invite you to participate in Management Engineering (ME) Seminar.

1. When: September 20th (Thursday), 16:00 ~ 17:20
2. Where: Building 9, 7th #9708
3. Speaker: Angela Aerry Choi (KAIST, PhD Candidate)
4. Topic: "Marshmallow Pricing": Effects of "Wait-and-Not-Pay" Schemes
on the Monetization of Hedoic Digital Content
5. Research field: IT Management
* Lecture will be delivered in English.

On the basis of discount utility and choice theories, this study develops analytical frameworks and empirically assesses the effects of “marshmallow pricing” on the monetization of hedonic digital content. Marshmallow pricing is a strategy in which consumers are given the option to either wait for a few days to acquire hedonic digital content for free or pay to consume it immediately. We also evaluate the extent to which content attributes moderate the effectiveness of such impatience-exploiting pricing mechanisms. The findings indicate that marshmallow pricing increases the sales of addictive digital content, thus generating new demand from users who would otherwise forgo participation in the market. In addition, the effectiveness of the scheme depends significantly on content characteristics and design attributes. We conclude with a discussion of the application of such pricing mechanisms in other contexts wherein consumers are willing to pay rather than wait for immediate satisfaction.
Contact : Lee, Jisun ( jisunlee@kaist.ac.kr )