Consumer-Driven Class Pricing

The author is grateful to her PhD advisor, George John, for his invaluable support and guidance, without which this paper would not have been possible. The author is indebted to her other dissertation committee members, Mark Bergen, Yi Zhu, and David Rahman, for their insightful feedback. The author thanks the senior editor, the associate editor, and two anonymous reviewers for their constructive comments that greatly strengthened this work. The author also thanks seminar participants at the Chinese University of Hong Kong (Shenzhen), Iowa State University, the University of Wisconsin–Milwaukee, and the University of Illinois Urbana-Champaign as well as conference participants at the 2017 American Marketing Association-Sheth Doctoral Consortium, the 2017 American Marketing Association summer conference, and the 2018 INFORMS Marketing Science Conference. The author thanks the marketing faculty group at the Carlson School of Management, University of Minnesota for their support. This paper is based on the first essay of the author’s doctoral dissertation at the University of Minnesota Twin Cities. The author certifies that she has no affiliations with or involvement in any organization or entity with any financial interest or nonfinancial interest in the subject matter or materials discussed in this manuscript.