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Selling New Products through Consumer Learning

Huang, Y; Yoo, OS; Gokpinar, B; Tang, CS; (2016) Selling New Products through Consumer Learning. Presented at: POMS Annual Conference, Orlando, FL USA.

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Abstract

In new product sales, consumers are uncertain about the products’ valuations; therefore they may strategically delay their purchase for more information from the seller, third-parties, or peers to reduce their valuation uncertainty. We study how the selling firm should influence consumer learning in new product sales.

Type: Conference item (Presentation)
Title: Selling New Products through Consumer Learning
Event: POMS Annual Conference
Location: Orlando, FL USA
Dates: 06 May 2016 - 09 May 2016
UCL classification: UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > UCL School of Management
URI: http://discovery.ucl.ac.uk/id/eprint/10038101
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