Raghunath Singh Rao
University of Texas at Austin
Behavioral economicsConspicuous consumptionEarly adopterProduct (category theory)BusinessEconomicsMarketingMicroeconomicsGame theoryRevenueConsumer behaviourDynamic pricingQuality (business)Decision theoryIncentiveProduct managementDurable goodIntervention (law)DepreciationMarketing strategy
13Publications
6H-index
411Citations
Publications 12
Newest
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#1Raghunath Singh Rao (University of Texas at Austin)H-Index: 6
#2Julie R. Irwin (University of Texas at Austin)H-Index: 26
Last. Zhuping Liu (CUNY: City University of New York)H-Index: 3
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Abstract Excessive consumption of many vice goods (e.g., alcohol) has both possible immediate (e.g., a drunk-driving crash) and delayed (e.g., liver disease) negative consequences. This research models the consumption choices of a consumer population with heterogeneous impatience and varying degrees of sophistication in conjunction with both immediate and delayed consequences of excessive vice good consumption. We show that even when a preventative device (e.g., a designated driver) that could e...
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#1Richard Schaefer (RU: Rutgers University)H-Index: 1
#2Raghunath Singh Rao (University of Texas at Austin)H-Index: 6
Last. Vijay Mahajan (University of Texas at Austin)H-Index: 85
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Modeling how consumers manage self-control perceptions, this article derives equilibrium pricing policies for self-improvement programs.
1 CitationsSource
#1Jianqiang Zhang (Jiangsu Normal University)H-Index: 9
#2Zhuping Liu (CUNY: City University of New York)H-Index: 3
Last. Raghunath Singh Rao (University of Texas at Austin)H-Index: 6
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Internet retailers often compete fiercely for consumers through expensive marketing efforts like search engine advertising, online coupons and a variety of special deals. Against this background, it is somewhat puzzling that many online retailers have recently begun referring their website visitors to their direct competitors. In this paper, using an analytical model, we examine this counterintuitive practice and posit that an entry deterrence motive can potentially explain this marketplace puzz...
4 CitationsSource
#1William Hedgcock (UI: University of Iowa)H-Index: 9
#2Raghunath Singh Rao (University of Texas at Austin)H-Index: 6
Last. Haipeng Allan Chen (A&M: Texas A&M University)H-Index: 10
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Sellers are often more interested in inducing buyers to make a choice-any choice-than in influencing which option they choose. For example, many retailers are more concerned about maximizing customer purchases within categories than influencing which brand is purchased in any particular category. Although this issue is important to researchers and practitioners, research on how contextual factors, such as decoys and prior decisions, affect whether consumers will "choose to choose" is scarce. We ...
6 CitationsSource
#1Raghunath Singh Rao (University of Texas at Austin)H-Index: 6
#2Richard Schaefer (University of Texas at Austin)H-Index: 2
How do firms develop marketing strategy when consumers seek to satisfy both quality and status-related considerations? We develop an analytical model to study this issue, examining both pricing and product management decisions in markets for conspicuous durable goods. Our analysis yields many interesting and nontrivial insights. First, we demonstrate that high intrinsic quality indirectly generates exclusivity via pricing effects; in turn, this exclusivity generates considerable social payoffs w...
31 CitationsSource
#1Sunil Kishore (McKinsey & Company)H-Index: 1
#2Raghunath Singh Rao (University of Texas at Austin)H-Index: 6
Last. George John (UMN: University of Minnesota)H-Index: 56
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Abstract Quota-based bonuses and commissions are the two most common incentive compensation plans. The authors uncover differential effects of these plans from a natural field-based experiment featuring 14,000 monthly observations over three years from 458 sales territories of a pharmaceutical firm that switched from a bonus plan to an equivalent commission plan. The intervention led to significant sales productivity improvement; this effect was heterogeneous across ability deciles, with much la...
35 CitationsSource
#1Jungkeun Kim (AUT: Auckland University of Technology)H-Index: 16
#2Raghunath Singh Rao (University of Texas at Austin)H-Index: 6
Last. Akshay R. Rao (UMN: University of Minnesota)H-Index: 23
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Abstract Trade-in transactions typically involve an exchange of an old, used version for a new or newer version of the product. When consumers trade in their used model for a new model, the firm faces the choice of paying the consumer a relatively low price for the used model and charging a commensurately low price for the new model or paying a relatively high price for the used model and charging a commensurately high price for the new model. The extant literature suggests that consumers always...
33 CitationsSource
#1Ritesh Saini (UTA: University of Texas at Arlington)H-Index: 7
#2Raghunath Singh Rao (University of Texas at Austin)H-Index: 6
Last. Ashwani Monga (University of Texas at Austin)H-Index: 10
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Abstract Prior research on relative thinking has suggested that the willingness to seek a bargain depends not only on the absolute value of the bargain but also on the price of the product. For example, a discount of 10 seems more appealing on a product whose regular price is 0 than a product whose regular price is 60. By invoking the interactive role of consumers' reference prices, the authors delineate the specific conditions under which the same 0 discount can seem less appealing when t...
40 CitationsSource
#1Raghunath Singh Rao (University of Texas at Austin)H-Index: 6
#2Om Narasimhan (UMN: University of Minnesota)H-Index: 10
Last. George John (UMN: University of Minnesota)H-Index: 56
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The act of trading in a used car as partial payment for a new car resonates with practically all consumers. Such transactions are prevalent in many other durable goods markets, ranging from golf clubs to CT scanners. What roles do trade-ins play in these markets? What motivates the seller to set up a channel to facilitate trade-ins? Intuitively, accepting a trade-in would appear to stimulate demand for the producer's product, but facilitating the resale of these used goods that substitute for ne...
65 CitationsSource