Journal of Marketing Research

the JMR review team, whose comments improved the article greatly. The authors are listed alphabetically. All correspondence should be addressed to Aradhna Krishna. FRED M. FEINBERG, ARADHNA KRISHNA, and Z. JOHN ZHANG* Increased access to individual customers and their purchase histories has led to a growth in targeted promotions, including the practice of offer-ing different pricing policies to prospective, as opposed to current, cus-tomers. Prior research on targeted promotions has adopted a tenet of the standard economic theory of choice, whereby what a consumer chooses depends exclusively on the prices available to that consumer. In this arti-cle, the authors propose that consumer preference for firms is affected not just by prices the consumers themselves are offered but also by prices available to others. This departure from the conventional strong-rationality approach to targeted promotion results in a decidedly different optimal policy. Through a laboratory experiment, calibration of a stochas-

• 저널Journal of Marketing Research · 47(4) · i–ii
• 토픽Digital Marketing and Social Media · Sociology and Political Science
• DOI10.1509/jmkr.47.4.i
• 저자