Associate Professor and Departmen Chair, Marketing
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    By Marco Bertini
    In Articles, Work in progress
    Posted July, 2019

    Beyond the here and now: a conversation-theoretical perspective on price communication

    This paper presents a novel conceptualization of the most common techniques firms use to communicate prices. First, we classify existing price communication techniques based on the type of [...]

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    By Marco Bertini
    In Articles, Work in progress
    Posted February, 2018

    Consumer Resistance

    This paper shows that reference-dependent preferences trigger consumer resistance and studies how such consumer behavior impacts pricing and cost communication. We show that consumer resistance [...]

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    By Marco Bertini
    In Articles, Work in progress
    Posted March, 2016

    Putting Customer Back into Customization: A Pricing Intervention

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