Date: 08 October 2025, Wednesday
\nTime: 10.30 \u2013 11.30
\nPlace: MA-330<\/p>\n
\u201cUnintentionally Prestigious: Exclusivity Through Bulk Purchases\u201d<\/p>\n
by
\nCenk Ko\u00e7a\u015f
\nSabanc\u0131 University<\/p>\n
Abstract
\nConsumers typically buy bulk for their cost-saving benefits. Drawing on costly signaling theory, we argue that such commitments, however, serve as subtle unintentional signals of status. Although consumers buy bulk for cost saving purposes, observers consistently perceive bulk purchasers (long-term subscribers, clubhouse shoppers, loyalty card holders) as higher in status not only because they appear to possess greater financial resources, but also because they are seen as respected customers. Consequently, such customers are afforded a way of costly signaling where the risk of being labeled a show-off is minimized due to the low-cost disguise. Hence, bulk purchases essentially come with a reward of exclusivity that customers do (consciously or unconsciously) pay for, and this excess can not be criticized by the excluded population. We also develop a game-theoretical model and introduce the concept of Exclusivity Commitment Volume (ECV), the minimum prepaid volume, bulk size or subscription duration required to convey high status. We suggest that this may be a viable pricing strategy to segment the market and attract high-status consumers.<\/p>\n
Bio
\nCenk Ko\u00e7a\u015f is an Professor of Marketing at the School of Management of Sabanc\u0131 University, Istanbul, Turkey. His previous position was at the Department of Marketing and Supply Chain Management of Michigan State University. He holds a Ph.D. in Management from Purdue University, an MBA in Marketing and a BSc in Industrial Engineering from Bo\u011fazi\u00e7i University.<\/p>\n
His research interests are psychological pricing, consumer behavior, game theoretical models of price promotions and application of theory from economics and marketing in online markets.<\/p>\n
His work has appeared in leading academic and practitioner journals such as the International Journal of Electronic Commerce, International Journal of Industrial Organization, Journal of Management Information Systems, Decision Support Systems, Journal of Mathematical Psychology, International Business Review, European Journal of Operational Research, Journal of Marketing, Journal of Interactive Marketing and Marketing Letters. Cenk has completed consulting projects with many national and multinational companies, including P&G, Danone, BIC, G\u0131dasa, Temsa, Brisa, Akcansa and Sabanc\u0131 Holding. He has also given seminars and executive trainings for various organizations including Sabanc\u0131 Holding, Borusan Holding, Akkok Holding, Kibar Holding, Novartis, Hexagon Studio, Vestel, Arcelik, Siemens, Polisan, Turquality, Finansbank, Akbank, Garanti Bankasi, Is Bankasi, SU Girisimcilik Kurulu, Eczac\u0131ba\u015f\u0131 Yapi, Havelsan, Akcansa, Mediacat, Dogus Otomotiv, Incitas, Global Bilgi, Abdi Ibrahim, CEIS and Perfetti Van Melle. He is the Author of the popular Science book \u201cNeden T\u00fcketiyoruz?\u201d His book is awarded the title \u201cBest Marketing\/Sales book of 2023\u201d by the monthly Business Journal \u201cPlatin\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"
Date: 08 October 2025, Wednesday Time: 10.30 \u2013 11.30 Place: MA-330 \u201cUnintentionally Prestigious: Exclusivity Through Bulk Purchases\u201d by Cenk Ko\u00e7a\u015f Sabanc\u0131 University Abstract Consumers typically buy bulk for their cost-saving benefits. Drawing on costly signaling theory, we argue that such commitments, however, serve as subtle unintentional signals of status. Although [\u2026] <\/p>\n