演讲题目：Variety Seeking in High-Frequency Consumption: New Implications for Targeted Marketing

演讲嘉宾：张帆，加州大学伯克利分校在读博士

演讲时间：2022年9月29日（周四）上午09:00-11:00

演讲地点：腾讯会议

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主持人：周晨希副教授

Abstract:

We study consumers' variety-seeking preferences and explore their implications for targeted marketing using proprietary data from a food delivery platform. We document that a substantial fraction of consumers have variety-seeking preferences. Consumers, on average, are willing to pay 19.9% more to switch to a different seller. In the counterfactual analysis, we find that optimizing ranking by taking into account variety-seeking preferences increases revenue by 18.2%, consumer welfare by 14.2%, and purchase probability by 18.9%. Furthermore, we find that consumers' variety-seeking preferences soften price competition. Optimal targeted pricing implies an increase in prices for rival sellers' consumers and a decrease in prices for the sellers' own consumers.

Brief Biography：

Fan Zhang is a PhD candidate in quantitative marketing from UC Berkeley, Haas School of Business. Her research interests are in variety seeking, consumer search, ratings and reputation.