University of Rhode Island DigitalCommons@URI Open Access Dissertations 2018 ESSAYS ON PARTICIPATORY PRICING, BRANDING, AND CONSUMER BEHAVIOR James Blair University of Rhode Island,
[email protected] Follow this and additional works at: https://digitalcommons.uri.edu/oa_diss Recommended Citation Blair, James, "ESSAYS ON PARTICIPATORY PRICING, BRANDING, AND CONSUMER BEHAVIOR" (2018). Open Access Dissertations. Paper 822. https://digitalcommons.uri.edu/oa_diss/822 This Dissertation is brought to you for free and open access by DigitalCommons@URI. It has been accepted for inclusion in Open Access Dissertations by an authorized administrator of DigitalCommons@URI. For more information, please contact
[email protected]. ESSAYS ON PARTICIPATORY PRICING, BRANDING, AND CONSUMER BEHAVIOR BY JAMES BLAIR A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY IN BUSINESS ADMINISTRATION UNIVERSITY OF RHODE ISLAND 2018 DOCTOR OF PHILOPSOPHY DISSERTATION OF JAMES BLAIR APPROVED: Dissertation Committee: Major Professor Daniel Sheinin Albert Della Bitta Jing Jian Xiao Stephen Atlas Norbert Mundorf Nasser Zawai DEAN OF THE GRADUATE SCHOOL UNIVERSITY OF RHODE ISLAND 2018 ABSTRACT Participatory pricing consists of unique pricing mechanisms which can provide firms an opportunity to differentiate themselves by allowing consumers to have some influence in setting the price in transactions. Many firms attempting to utilize participatory pricing mechanisms have struggled or even failed in their attempts. Understanding the role of branding with participatory pricing and how it is associated with consumer perceptions, attitudes, and behaviors would be beneficial as more firms attempt to utilize this pricing mechanism. Additionally, examining how giving consumers autonomy in part of the pricing mechanism could provide marketing managers insights into their purchasing preferences and behaviors.