Fichas
Theme 2 Consumer Power
Fichas del conjunto (19)
- 1Labracque (2013)Consumer Power: Evolution in the Digital Age
- 2Power: control people or valued resourcesInformation
Persuasive Ability - 3Four Sources of PowerDemand-Based
Information-Based
Network-Based
Crowd-Based - 4Data CollectionCustomized Targeting
Dynamic Retargeting
Location Based Targeting
Location Based Marketing
Product Recommendation
Dynamic Pricing
Anticipatory Shipping
Predictive Analysis - 5The Future in Data CollectionInternet of Things
The Quantified Self - 6The Filter BubbleDesenpowering Consumers
- 7Acquisti (2015)Privacy and Human Behaviour
- 8PrivacyRight to be left alone
Right to determine sharing our information
Control over information Diclosure - 9Why?Need to intimacy
Need for autonomy - 10Pivacy ParadoxConcerns VS Behavior
Information Asymetry - 11Context DependencyReciprocity
Normativity
Privacy notes enhace trust - 12Age of TranparencyConsumers & Companies
- 13Carter & Curry (2010)Transparent Pricing
- 14Transparent Pricing H1H1: Consumer Value is higher for transparent pricing
- 15Transparent Pricing H2H2: Consumer Value is higher when retail price is shared with an agent
- 16Transparent PricingTransparency adds value to consumers
Tranparent pricing merits premium pricing - 17Eisend (2016)Two-Sided Advertising
- 18Negative information disclosurestrengthening attitudes by countering mild attacking arguments
- 19Negative information disclosureTranparency has a potential as a marketing tool
Información
- Descripción
- (Week 2 - Consumer Power: Shifts in Marketing Relationships ) Theories of Marketing Fichas sobre Theme 2 Consumer Power, creado por Rafael Franceschini el 14/03/2017.
- Creado por
- Rafael Franceschini
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