Synopsis of Research in Shanghai (January 10 - February 12)：
Professor Jung’s research seeks to better understand how elective pricing operates in influencing consumer behavior. In a series of field and lab experiments, she has been investigating the psychological variables that explain the generosity of consumers under pay-what-you-want pricing. But there are still a number of unanswered questions about what contributes to such generosity and what sustains such behavior. Professor Jung is interested in working with Chinese companies to test how a different cultural system can engender or discourage generosity in elective pricing systems. Professor Jung is also interested in conducting field experiments to replicate the behaviors we have seen in the USA and in China to test the robustness of social preferences across different cultures.