keywords
- Advertising, Pricing, Channels, Internet Marketing, Behavioral Economics.
- Contact Info
He, Chuan Associate Professor
Positions
- Associate Professor, Leeds School of Business
Research Areas
Research
Publications
selected publications
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journal article
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Strategic Implications of Confirmation Bias-Inducing Advertising.
Production and Operations Management.
1573-1596.
2020
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The Charm of Behavior-Based Pricing: When Consumers' Taste Is Diverse and the Consideration Set Is Limited.
Journal of Marketing Research.
767-790.
2019
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Reference-Dependent Utility, Product Variety, and Price Competition.
Management Science.
4302-4316.
2018
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Does Informative Advertising Increase Market Price? An Experimental Investigation.
Customer Needs and Solutions.
63-80.
2016
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Pricing Prototypical Products.
Marketing Science.
733-752.
2013
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Paid Placement: Advertising and Search on the Internet.
The Economic Journal.
F309-F328.
2011
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Product Variety, Informative Advertising, and Price Competition.
Journal of Marketing Research.
146-156.
2010
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Direct-to-Consumer Advertising of Prescription Drugs: A Strategic Analysis.
Marketing Science.
472-487.
2009
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Vertical information sharing in a volatile market.
Marketing Science.
513-530.
2008
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Managing e-Marketplace: A strategic analysis of nonprice advertising.
Marketing Science.
175-187.
2006
- Research Note—Managing e-Marketplace: A Strategic Analysis of Nonprice Advertising. Marketing Science. 175-187. 2006
- Incorporating Behavioral Anomalies in Strategic Models. Marketing Letters. 361-373. 2005
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Incorporating behavioral anomalies in strategic models.
Marketing Letters.
361-373.
2005
-
Strategic Implications of Confirmation Bias-Inducing Advertising.
Production and Operations Management.
1573-1596.
2020
Teaching
courses taught
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MBAX 6802 - Pricing Strategy and Tactics
Primary Instructor - Fall 2018 / Spring 2020
Pricing provides the means to capture value. The course covers theories, analytical tools and conceptual frameworks needed for devising price strategy as part of the value proposition for products and services. It draws upon principles from economics, marketing and psychology. Primary and secondary data based analysis is used to understand price response and competitive pricing. Substantive topics include customized pricing, price negotiations, bidding and auctions, price discounting, trade promotion, bundling, behavioral pricing, among others. -
MKTG 4300 - Pricing and Channels of Distribution
Primary Instructor - Fall 2018 / Spring 2020 / Fall 2020 / Fall 2021
Offered regularly to examine pricing and channel management, the two key components of companys' marketing strategies. Help students to understand the common types of pricing and channel strategies, the rationales behind these strategies. Train students to think analytically in order to apply these strategies. Required for marketing majors.
Background
education and training
- Ph.D., Washington University 2002
- M.B.A., Washington University 2001
- M.A., Univ of Toronto (Canada) 1997
- B.A., Memorial University of Newfoundland (Canada) 1996
International Activities
global connections related to teaching and scholarly work (in recent years)
- Americas Transnational Region
- Canada Country
- China Country
- eastern Asia Transnational Region