Call for Papers

2014 Shopper Marketing & Pricing Conference

Hosted at Stockholm School of Economics, Stockholm, Sweden
(May 8-10, 2014; Submission Deadline for : December 10, 2013)

The objective of this conference is to generate a state of the art understanding of Shopper Marketing and Pricing activities across platforms on the path to purchase by integrating insights from both research and practice. In today’s rapidly evolving market place, due to influences such as mobile devices, the Internet, and social media, there is increasingly a need to understand how consumers respond to marketing activities, including pricing, across a range of platforms. These multiple platforms create many touch point opportunities for the firm to reach the shopper on her path-to-purchase. Some of these touch points are controlled by the firm (e.g., targeted emails), while others are controlled by consumers (e.g., social media postings). As a result, firms must focus on all of these touch points. Firms must also remain cutting edge in their use of new technologies in their quest to capture the consumers’ interest. These new technologies include digital displays in the store, and increasingly personalized offers and localized offers taking advantage of the GPS element of mobile phones and apps. Even traditional media, such as newspapers and direct mail, is being transformed via the use of QR codes and deal websites. Understanding how these multiple touch points impact shoppers is critical for retailers to understand. Equally critical for retailers to understand are pricing issues such as information processing of price and retailing cues, price sensitivity and fairness, pricing/retail strategy, value-based strategies, reference prices and promotions, role of price apps and prices on the Internet.

Research that primarily reflects conceptual and theoretical contributions as well as empirical research studies are equally welcome. The research should aim to integrate insights both from research and practice. Any topic that fits the broad rubrics of shopper marketing and pricing is appropriate. To present at the conference, please submit a 750- to 1,000-word extended abstract for consideration to mailto:ShopperMarketing@babson.edu. For empirical studies, please highlight the key findings. The Journal of Business Research will also have an associated Special Issue on the topic of Shopper Marketing. There is a separate call for papers and submission requirements for that special issue.

Conference Co-chairs: Dhruv Grewal, Babson College, Jens Nordfält, Stockholm School of Economics, Anne L. Roggeveen, Babson College

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