• STRATEGIC MONETIZATION AND UPGRADING DECISIONS FOR MOBILE APPLICATIONS 

  Lee, Seoungwoo (2017)

  The mobile applications (apps) market has been growing steadily, propelled by rapid technological developments and consumer adoption of smartphones and tablet personal computers. In this dissertation research, I study app ...

• TAKING THE PERSPECTIVE OF A SELLER AND A BUYER: IMPLICATIONS FOR PRICE ELICITATION AND PRICE FRAMING 

  Kim, Tom Joonhwan (2016)

  This dissertation consists of two essays which investigate how assuming the role of a seller or a buyer affects valuations in a price elicitation task (essay I) and how different presentations of an equivalent price affect ...

• A Multi-Method Examination of Partitioned Pricing 

  Abraham, Ajay Thomas (2015)

  This dissertation investigates the relationship between partitioned pricing (Morwitz, Greenleaf, and Johnson 1998) and dependent variables such as demand, preference, and attention. The first essay proposes a theoretical ...

• Essays in Strategic Marketing 

  Healey, John (2015)

  Essay 1 focuses on purchasing behavior in the video game market, which can be conceptualized as a two-stage process where users first purchase a console and then purchase content for that console. Prior research on ...

• THE ROLE OF SELF-BRAND CONNECTION IN BRAND PRIMING AND BRAND CO-CREATION CONTEXTS 

  Johnson, Heather Macrea (2014)

  This dissertation includes two essays that examine how self-brand connection influences brand-related behaviors in different contexts. Essay I investigates conditions under which brand primes can lead to decreased behavioral ...

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