Algorithmic Price Negotiation and Perceived Fairness in Digital Retailing
This PhD project, titled 'Algorithmic Price Negotiation and Perceived Fairness in Digital Retailing', is based at Aston University’s Business School in Birmingham, UK. The successful candidate will join a vibrant research environment, collaborating with diverse research centres and benefiting from the expertise of Professor Vignesh Yoganathan (Department of Marketing and Entrepreneurship) and Dr Xingyi Liu (Department of Economics and International Business).
The research investigates how algorithmic price negotiation, enabled by artificial intelligence (AI) and digital platforms, influences consumers’ perceptions of fairness and their subsequent behaviours in retail settings. The project builds on theories of price fairness, utility, and the smart shopper hypothesis, and employs experimental methods and robust econometric analysis. It aims to evaluate whether interactive AI negotiation frameworks—where chatbots act as virtual negotiators—lead to positive outcomes such as increased transaction rates, purchase likelihood, and electronic word of mouth. Prior studies on participatory pricing mechanisms like Name Your Own Price (NYOP) suggest that buyer involvement can enhance perceived fairness and satisfaction, but design features (e.g., access fees, hidden thresholds) significantly affect participation and profitability.
Applicants should have a First or Upper Second Class Honours undergraduate degree and a Masters degree with Merit or Distinction in relevant subjects. Essential skills include a strong understanding of microeconomics or marketing/consumer behaviour, statistical and econometric expertise, proficiency in Python or R, and evidence of research potential. Desirable attributes include professional experience in digital retailing, familiarity with large-scale retail data, machine learning models, and open-science practices. Strong written and oral communication skills are required, as is self-motivation and independence for a three- to four-year PhD project. English language requirements must be met, and evidence can be submitted later.
The project is fully funded, covering all tuition fees and providing an annual stipend. However, candidates are responsible for costs related to relocation, campus visits, visa, flights, and NHS Surcharge. International students must ensure they can meet these financial requirements before applying. The position is based on the Aston Campus, and regular in-person visits are expected.
To apply, submit a complete application including transcripts, certificates, a research statement, personal statement, CV, two academic references, evidence of English language proficiency, and a copy of your passport. Applications missing documents will be automatically rejected. Interviews will be conducted online via Microsoft Teams. For project enquiries, contact Professor Vignesh Yoganathan at [email protected] or the Postgraduate Admissions team at [email protected]. Further details and the application portal are available at the provided link.
