Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2019 Annual Conference

Pricing Behavior of Consumer Innovators

Published: May 28, 2019


Tobias Ebbing, Technical University Hamburg; Christian Lüthje, Technical University Hamburg


Consumer Innovation; Pricing; Game Development


The household sector (HHS) predominantly innovates out of non-commercial motives. Marketization comes with high opportunity costs, hence found rare interest amongst HHS-innovators and accordingly research too. With virtual marketplaces and more HHS-Innovations this is changing. We empirically show that, in terms of pricing, the HHS does marketize differently than established firms: (1) they charge less for products of similar value (2) in line with that, they charge less for additional costs than firms (3) they are trained in estimating the perceived value of a product and, other than firms, set their prices accordingly (4) they are more sensitive towards competitors pricing pressure. Our results contribute to (A) marketing research by examining the applicability of known concepts on new market entities (B) Innovation Research by understanding how the HHS commercializes and diffusion costs can be recovered and (C) practice by examining behaviors of a new type of competitor.