UCL School of Management

Research project

Consumer behavior in operations and marketing

Summary

We investigate the role of consumer behavior in several important operations (e.g., capacity rationing in manufacturing, pricing and capacity decisions in service systems) and marketing (e.g., opaque selling, advance selling) settings. 

Relevance

We show that consumer bounded rationality has important implications for how firms (either manufacturing or service) should manage its capacity, service level, pricing, and selling formats. 

Selected publications

Huang, T., Allon, G., & Bassamboo, A. (n.d.). Bounded Rationality in Service Systems. Proceedings of the 2010 Manufacturing & Service Operations Management Conference.
Huang, T., Allon, G., & Bassamboo, A. (n.d.). Bounded rationality in service systems.
Huang, T., & Chen, Y. (n.d.). Service systems with experience-based anecdotal reasoning consumers. MSOM Annual Conference Extended Abstracts.
Huang, T., Allon, G., & Bassamboo, A. (n.d.). Bounded Rationality in Service Systems. Manufacturing and Service Operations Management.
Huang, T., & Yu, Y. (n.d.). Sell Probabilistic Goods? A Behavioral Explanation for Opaque Selling. Marketing Science.

Link to the publication’s UCL Discovery page

Last updated Thursday, 31 July 2014

Author

Research groups

Operations and Technology

Research areas

Operations management

Research topics

Bounded rationality; Management of technology; Probabilistic goods; Queueing theory; Strategic capacity management