In recent years, mobile communications technologies and online sharing platforms have made collaborative consumption among consumers a major trend in the economy. Consumers buy many products but end up not fully utilizing them. A product owner's self-use values can differ over time, and in a...

Bundling can change consumers' choice set and affect their purchase decision. It is well-documented that consumers' preferences depend on the bundling context. In this paper, we investigate the effects of consumers' context-dependent preferences (CDPs) on the firm's optimal bundling strategy in...

Consumers with inequity aversion experience some psychological disutility when buying products at unfair prices. Empirical evidence and behavioral research suggest that consumers may perceive a firm's price as unfair when its profit margin is too high relative to consumers' surplus. We develop a...

Customers can sometimes learn unanticipated or hidden use value of a firm's product whereas the non-customers remain uninformed about that extra value. A monopolist will increase its profit by informing the non-customers of its product's hidden value. However, our analysis reveals that this may...

The extant literature has well documented consumers' fairness concerns. For example, when a firm charges a higher price than what's considered fair (a reference point), some consumers may experience some psychological disutility when buying from the firm. This paper studies a channel where the...