【喜庆二十大・学术讲座】2023年5月18日（周四）13:30-15:00 宫郑（香港中文大学（深圳））

讲座系列：产业组织理论与政策第6场（学科发展系列讲座总期第29场）

主讲人：宫郑（香港中文大学（深圳）经管学院助理教授）

时间：2023年5月18日（周四）13:30-15:00

地点：博学楼1222

主持人：赵昕（男）（国际经济贸易学院经济学系助理教授）

讲座题目：Limited Time Offer and Consumer Search

讲座摘要：This paper examines a commonly seen but theoretically under-explored sales tactic: the limited-time offer. A limited-time offer is any form of discount that a consumer can use on a purchase within a certain period of time. When consumers need time to evaluate options, a firm can strategically influence their search order by promoting limited-time offers. Whether and how the firm uses limited-time offers depends on the reservation value of its product to the target market. When consumers have non-strategic outside options, the firm will use limited-time offers to gain search prominence if and only if its reservation value is higher than that of the outside options. When many firms compete for the same target market, the firm with the higher reservation value will offer discounts in a shorter time window than its rivals, and in equilibrium, this firm will be sampled earlier by consumers. Our study contributes to the literature by highlighting the effectiveness of limited-time offers in manipulating the endogenous search order relative to uniform pricing. We demonstrate how this mechanism impacts social welfare and show that, contrary to previous findings, limited-time offers may increase total welfare by inducing a more socially efficient search order.

主讲人简介：宫郑，香港中文大学（深圳）经管学院营销系助理教授，于2022年在多伦多大学罗特曼管理学院获得管理学博士学位。在此之前，他在北京大学获得天文学和经济学学士学位，并在西班牙货币与金融研究中心获得经济学硕士学位。他的研究领域包括定量营销、社交媒体、数字经济、产业组织和应用微观经济理论。他的研究发布在《Management Science》等顶级学术期刊上，并获得了著名的学术奖项，包括Sheth Foundation ISMS博士论文奖和EARIE的青年经济学家论文奖。

主讲人主页：

http://faculty.bjtu.edu.cn/8187/