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Prof. Lan Xia: Examining Consumers’ Reactions and Firms’ Responses to Price Mistakes

Publish Date: 2017/07/10 10:59:39    Hits:

On 6 thJuly, 2017, in the room A212 of the New Main Building, Prof. Lan Xia from Marketing Department, McCallum Graduate School of Business, Bentley University, was invited to make an academic lecture on “when it is too good tobe true: examining consumers’ reactions and firms’ responses to price mistakes”.The lecture was chaired by Associate Professor Yao Tang from School ofEconomics and Management. More than 50 tutors and students from the SEM attended this lecture.

Inthe lecture, Professor LAN explained the interesting conclusions that she found in her current study: when price mistakes appear in online websites, whether consumers will take advantage of the mistakes to gain profits in terms of the previous experience of purchasing and consumers’ relations with the corporate.

At the end of the lecture, the tutors and students from the SEM put forward some questions about online consumer behavior and prices cognition. Prof. LAN discussed with audiences and gave her answers to the questions. The lecturer and listeners were immersed in a deep academic atmosphere and looking forward tomore academic communications in the future.