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#Expert Insight: Price Image Formation: When is HILO low?
When consumers choose where to shop, they often consider a store’s price image —does the store have a reputation for having lower or higher prices than its competitors? A store’s reputation for lower prices doesn’t happen by chance. Choosing a pricing strategy is one of the biggest pricing decisions a retailer makes. In “When is HILO Low? Price Image Formation Based on Frequency versus Depth Pricing Strategies,” a recently published paper in the Journal of Consumer Research, co-authors Ryan Hamilton, associate professor of marketing, Ramnath Chellappa, associate dean and Goizueta term professor of information systems and operations management, and Daniel Sheehan, associate professor of marketing and supply chain at the University of Kentucky’s Gatton College of Business and Economics, explore a gap in existing pricing strategy research. “Our research doesn’t threaten the validity of the previous research,” said Hamilton, “but what it does do is point to the limited generalizability of the previous research.” This is because previous pricing strategy research used the same research paradigm: It emphasized consumers’ perspectives as they compared prices simultaneously across multiple stores. Hamilton, Chellappa, and Sheehan wondered what would happen if they studied consumers as they compared prices of products within a store, instead of across stores. When they did so, the authors found that “many of the prominent findings of previous research are reversed,” they wrote. “We propose that when stores’ prices are evaluated one at a time, or in isolation, consumers will rely on the most salient contextual clues available—within-category price information—when forming a price image.” For example, rather than research the price of peanut butter across multiple grocery stores, shoppers often evaluate the price of peanut butter by comparing the prices of the brands on the shelf in front of them. To illustrate their point, the authors explore two basic pricing strategies: a frequency pricing strategy and a depth pricing strategy. Every Day Low Pricing (EDLP) is a frequency strategy where stores offer small price advantages over their competitors on many items. Walmart employs an EDLP strategy. A common depth strategy is a high-low (HILO) pricing strategy. HILO offers infrequent, but deep, price advantages over competitors. Macy’s utilizes this strategy. “The conventional wisdom is that EDLP equals low price,” explained Hamilton. But he and his co-authors argue that in a non-theoretical environment, the effectiveness of EDLP strategies is less clear. The trio hypothesized that the context in which consumers encounter prices has important implications. Specifically, that the frequency advantage of EDLP identified in earlier research was limited to those scenarios where customers were able to simultaneously compare prices across multiple stores. In contrast, they argue that a depth advantage, one resulting from HILO pricing, will be more likely when consumers evaluate store prices separately. “Without simultaneous comparisons across stores, consumers shift from using across-store prices as reference points to using within-category reference prices. As a result of this shift, deep price advantages are easier to evaluate than frequent price advantages and therefore more influential on customers’ formation of price image,” they write. “Because our theoretical account is based on within-category external reference prices, we predict that a depth store is likely to be evaluated as having a lower price image than a frequency store even when consumers are exposed to the prices of just one store,” they write. The authors tested their hypothesis using six separate experiments. All but one of the experiments studied national brands commonly found in grocery stores. (The other experiment used televisions.) In the experiments where participants saw store prices simultaneously, the experiment replicated the frequency advantage noted in previous research. But when participants did not have simultaneous price information across stores, the previous findings didn’t hold “What we found is that if you distance those prices comparisons even a little bit -showing a price on one webpage and then seeing a price on another webpage - that’s enough to completely reverse the findings,” explained Hamilton. In an isolated setting, “a couple of really low prices” will better communicate a store’s low-price image, said Hamilton. “That’s the big story.” While excited about the findings of their research, Hamilton is quick to point out the limits of their hypothesis, such as when pricing information isn’t readily available or when the consumer isn’t familiar with the brands of the product they wish to buy. “People want a simple answer that works everywhere, but it’s more nuanced than that,” said Hamilton. “This [hypothesis] is going to work better under certain set of circumstances than others because people process price information differently.” The insights aren’t only useful for retailers. While using a store’s price image to shop can be efficient from a consumer standpoint, assuming that the prices are low solely because the store has a reputation for low prices isn’t always the case. A retailer’s price image has vulnerabilities. Not everything at Costco is cheaper than it is at Whole Foods. Southwest Airlines may not always be cheaper than Delta Air Lines. “If you’re shopping for things you really care about,” advised Hamilton, “it might be worth doing more across-store price comparisons.” Chellappa is excited about how the paper addresses gaps in traditional economic models of pricing. “While much research in economics and information systems focuses on the availability of information for price comparison, the cognitive aspect of ‘how’ consumers compare and process such information is only explicated by studies such as ours. Looking at pricing through a behavioral lens, capturing consumers’ real shopping behavior reveals great insights that will be useful for firms,” he said. Interested in learning more about consumer behavior and Price Image Formation Based on Frequency versus Depth Pricing Strategies? Then let us help with your coverage and questions. Ryan Hamilton and Ramnath Chellappa are both available to speak regarding this important topic - simply click on either expert's icon now to arrange an interview today.
Researchers reveal CBD can counter epileptic seizures in children
• Aston University epilepsy model used to illustrate the mechanisms of seizure activity • Results suggest how CBD can be useful in the treatment of childhood epilepsy • New insight into potential future interventions for hard-to-treat epilepsy. Researchers at Aston University have contributed to the discovery of a previously unknown way in which cannabidiol (CBD), a non-psychoactive component of cannabis, can reduce seizures in many treatment-resistant forms of childhood epilepsy. A group of international collaborators, led by scientists at NYU Grossman School of Medicine, including a team from the Aston Institute of Health and Neurodevelopment at Aston University, found that CBD blocked signals carried by a molecule called lysophosphatidylinositol (LPI). LPI is found in our brain’s neurons and is thought to amplify nerve signals as part of normal function but can be hijacked by some epilepsies to promote seizures. The study, published in the journal Neuron, expanded on previous findings showing that CBD blocks the ability of the molecule LPI to amplify nerve signals in a brain region called the hippocampus. The current study argues that, for the first time, the molecule also weakens signals that counter seizures, further explaining the value of CBD treatment and the generation of seizure activity in epileptic people. As part of the research group, the Aston University team used a leading model of epilepsy, developed by Professor Gavin Woodhall, to perform recordings of electrical signals in brain cells taken from epileptic rodents, some of which had been treated with CBD. By doing this, they were able to pinpoint the molecular mechanisms by which CBD acts to prevent seizure activity in epileptic brains. Professor Woodhall, co-director of Aston Institute for Health and Neurodevelopment, said: “These new insights into epilepsy and the mechanism by which CBD works to stop seizures is the fruit of years of collaboration between neuroscientists in the UK and USA and our industry partner, GW Pharma. We are hopeful that it will lead to even better treatments in future”. Dr Stuart Greenhill, senior lecturer in neuroscience, Aston Institute for Health and Neurodevelopment added: "We are delighted that our epilepsy model is being used to make such meaningful breakthroughs in the mechanisms of epilepsy and is paving the way for a wider range of future treatments". Corresponding author Richard W Tsien, chair of the Department of Physiology and Neuroscience at NYU Langone Health, said: “Our results deepen the field’s understanding of a central seizure-inducing mechanism, with many implications for the pursuit of new treatment approaches. “The study also clarified, not just how CBD counters seizures, but more broadly how circuits are balanced in the brain. Related imbalances are present in autism and schizophrenia, so the paper may have a broader impact.” The results build on how each neuron “fires” to send an electrical pulse down an extension of itself until it reaches a synapse, the gap that connects it to the next cell in a neuronal pathway, and how this activity can change in a network which is likely to generate epileptic seizures. For more information about Aston Institute of Health and Neurodevelopment (IHN) please visit our website.
Goizueta Faculty Member Uncovers Impact of Remote Learning on Educational Inequality
In 2020, the world went into lockdown. Learning in school became learning from the couch. Rather than listening to teachers in-person behind a desk, high school students had to find a computer to stream their lectures and lessons. What happens to educational inequality in a digital-first, remote-learning environment? Whereas students are traditionally bound by their brick-and-mortar schools and the limitations of funding in those areas, what happens when the walls are removed and students have access to the teachers, knowledge, and peers from other areas? Ruomeng Cui and co-researchers, Zhanzhi Zheng from University of North Carolina at Chapel Hill and Shenyang Jiang from Tongji University, decided to find out. In their 2022 paper, currently under review, Cui and her colleagues looked at the performance of high school students in developing and developed regions of China. We thought that remote learning might reduce the inequality gap in education because when students are learning off-line, they’re restricted by their local resources. “It’s quite obvious that developing regions don’t have good resources, experienced teachers, or competitive peers—they often have inferior educational resources in comparison to developed regions,” explains Cui, associate professor of information systems and operations management. “We thought the accessibility of remote learning could help reduce this knowledge gap and help students in developing regions improve their learning outcomes.” Analyzing Education in Developed and Developing Areas The idea for the paper, “Remote Learning and Educational Inequality,” published earlier this year, stemmed from another of Cui’s papers, which looked at the academic productivity of women as a result of the COVID-19 lockdowns. “We wanted to study whether the switch to remote learning impacts educational inequality. Does it make it better or worse?” says Cui. “We are the first ones to offer empirical evidence on such a granular level about a large-scale data set.” The group analyzed the Chinese college entrance exam from 2018 through 2020, which students take during the last few weeks of high school; the test score is a requirement for undergraduate admission in China. It’s common for high schools to announce the number of students who scored 600 or higher (out of 750 total points). Using 1,458 high school exam results from 20 provinces, the group found that in 2020, when remote learning became the norm, “the number of students scoring above 600 points in developing regions increased by 22.22 percent,” in comparison to developed regions. Remote learning significantly improved learning outcomes of students in developing regions. We should think about encouraging the adoption of remote learning in education However, Cui and her co-researchers wanted to go a step further. Because the entrance exams are summaries of student data, they surveyed 1,198 students to drill down and ensure that these results came from remote learning rather than other factors. Respondents were asked to rate aspects of their remote-learning experience, such as access to digital devices, their proficiency in using software, how reliable their internet was, how they interacted with peers and teachers, and their access to online educational resources. The researchers found that students in developing regions were able to better connect with peers and teachers, and the students believed that “their learning efficiency was greater” because of the remote learning. Education inequality is not only a problem in China. It’s everywhere. It’s across the world. Having access to better educational resources online can be applied anywhere. However, the one caveat to their findings: Remote learning is beneficial, but students need devices and the infrastructure to support online learning, which is often lacking in developing regions or underserved areas. “We need to support, build, and develop the digital technology capability that enables the effectiveness of remote learning,” says Cui. Are you a reporter looking to know more about the impact COVID had on education and how inequality plays a role in how we educate students during a pandemic? Then let us help with your coverage and questions. Ruomeng Cui is an Associate Professor of Information Systems & Operations Management at Emory University's Goizueta School of Business. Ruomeng is available to speak with media regarding this topic - simply click on her icon now to arrange an interview today.
Aston University welcomes Mexican Ambassador to campus during Global Trade Conference
Her Excellency Josefa González-Blanco, Mexican Ambassador to the UK visits West Midlands for the Global Trade Conference The ambassador met with representatives of British industry including University Vice-Chancellor Professor Aleks Subic Josefa González-Blanco was appointed as Mexico's representative in London in 2021. Mexican Ambassador to the UK, Her Excellency Josefa González Blanco Ortiz Mena, has visited Aston University during a high-profile visit to the city to attend the Global Trade Conference and meet with representatives of British industry. The Global Trade Conference (15 February) is an annual event hosted by the Greater Birmingham Chambers of Commerce which offers businesses the opportunity to build relationships and grow their network. During her visit to campus, she met with Vice-Chancellor Professor Aleks Subic, executive director of business engagement Mark Smith, and Lloyd Broad, head of international affairs at Birmingham City Council. Ambassador González Blanco said: “I was thrilled to visit Aston University and to meet the Vice-Chancellor and Chief Executive, Professor Aleks Subic. “We had a chance to review our academic links towards intensifying the research collaboration already in place between Aston Business School, Tecnológico de Monterrey, Conacyt México and Instituto Nacional de Astrofísica.” Professor Aleks Subic said: “It was a pleasure to welcome Her Excellency Josefa González Blanco Ortiz Mena to Aston University. “We are immensely proud of our international collaborations, and meetings such as this one, are crucial in deepening our understanding of areas of common interest and priorities as we work together to advance global partnerships and trade. “I look forward to working further with relevant higher education institutions and industries in Mexico and around the world in line with our 2030 strategy focused on creating a globally relevant university that can make substantial contributions to innovation and trade at international level.”
Aston University turns red to highlight World Encephalitis Day
• Aston Institute of Health and Neurodevelopment (IHN) researchers support World Encephalitis Day on 22 February • Aston University library will be lit up in red – the official campaign colour • Staff and students are encouraged to wear red and tweet their photos in support of the campaign Researchers and staff at Aston Institute of Health and Neurodevelopment (IHN) are marking World Encephalitis Day (22 February) by lighting up the Aston University library on its campus near Birmingham city centre. The library will be lit up in red – the official colour of the campaign - to support and raise awareness of encephalitis and all those affected by the condition. The global awareness campaign, introduced by the charity the Encephalitis Society, is based on the theme of Code Red – an emergency alert code used in hospitals. Encephalitis is inflammation of the brain. It is caused either by an infection invading the brain or through the immune system attacking the brain in error. According to the Encephalitis Society, anyone at any age can develop the condition, with up to 6,000 cases in the UK each year and potentially hundreds of thousands worldwide. In the USA there were approximately 250,000 patients admitted to hospital with a diagnosis of encephalitis in the last decade. Researchers at Aston Institute of Health and Neurodevelopment are working closely with patients affected by the disease through their child-focused research programme. Dr Sukhvir Wright, honorary consultant neurologist at Birmingham Children's Hospital, and Wellcome Trust clinical research career development fellow at IHN, said: “IHN researchers know first-hand what children and families affected by encephalitis go through on a daily basis. That’s why we are fighting to answer the questions that matter most to this community through our work. “Our research includes, developing disease models to help try and improve treatments. We do brain imaging to identify biomarkers that might help predict outcomes and at the bedside of our patients we contribute up-to-date practical information and support for children and their families. This work is carried out closely in partnership with the Encephalitis Society.” As part of the awareness campaign IHN researchers are calling upon staff and students to show their support by wearing red on Wednesday 22 February - and share their pictures on social media. Please use the hashtags #Red4WED #WorldEncephalitisDay #TeamAston and remember to tag @Aston_IHN. For more information about Aston Institute of Health and Neurodevelopment (IHN) please visit our website.
Optometry researchers to improve understanding of short sightedness management strategies in kids
• Optometry researchers funded to assess the impact of myopia interventions on vision and visual behaviour in children • Research partnership will improve understanding of myopia management strategies in children • Two-year collaboration between Aston University and industry Researchers at Aston University specialising in myopia - or short sightedness - are starting work on a project with industry partners to better understand how myopia management strategies affect children. The research team based in the College of Health and Life Sciences has secured a £500,000 grant to determine the impact of myopia management interventions on vision and visual behaviour in children, for example, looking at how their vision responds to an intervention such as spectacles when they view objects at different distances. The new grant builds upon the team’s portfolio of research in the field of myopia, where clinical studies are underway with children between the ages of six and 15 years old. The researchers are working on slowing the progression of myopia in children. The interventions under trial include low dose atropine eye drops, contact lenses and spectacle lenses. Myopia is an eye condition where distant objects appear blurry. It typically occurs in childhood and progresses through the teenage years. It can lead to eye disease in later life, as the eye grows longer with myopia, it causes stretching in parts of the eye. Myopia is becoming increasingly prevalent throughout the world and it has been predicted to affect approximately 50 per cent of the world's population by 2050, based on trending myopia prevalence figures. Myopia is an overlooked but leading cause of blindness, particularly among the working age population. The two-year programme of research is being led by an internationally recognised team of academics from the School of Optometry, including Professor Leon Davies, Professor Nicola Logan, Dr Amy Sheppard, and Professor James Wolffsohn. The research grant will also support the appointment of two clinical research optometrists. Professor Leon Davies, professor of optometry and physiological optics at Aston University and president of the College of Optometrists said: “As Aston University has an established, internationally recognised track record in myopia research, we are pleased to be able to continue our work in this area to further our understanding of myopia management strategies for the benefit of patients.” Professor Nicola Logan, professor of optometry and physiological optics, at Aston University added: “As an advocate for evidence-based advancements, this research collaboration will further our scientific understanding of myopia progression. The work will increase our knowledge and better facilitate translation to clinical practice to manage young children more actively with myopia.”
Georgia Southern recognized as top 100 degree producer for diverse students
Georgia Southern University has ranked in the top providers nationally for degrees conferred to diverse students among higher education institutions. For several years, Diverse Issues In Higher Education has produced the Top 100 Degree Producers rankings of the institutions that confer the most degrees to diverse students. The data was reported at the end of 2022 for the previous year of 2020-2021. Georgia Southern ranked highly in the following categories: #2 for international (temporary resident) students receiving doctoral degrees in public health #3 for African American and total minority students receiving doctoral degrees in public health #5 for African American students receiving bachelor’s degrees in the physical sciences #6 for African American students receiving bachelor’s degrees in communications disorder sciences #6 for African American students receiving bachelor’s degrees in parks and recreation “We are proud to be ranked in the top 20 in a variety of disciplines and categories,” said Dominique A. Quarles, Ph.D., associate vice president for inclusive excellence and chief diversity officer. "Along with our designations as a First-gen Forward Institution and Military Friendly School, this highlights the University’s success in providing education to students in our diverse state and region, and it reaffirms the importance of inclusion as a value at Georgia Southern.” The number of combined bachelor’s, master’s and doctoral degrees awarded increased by over 55,000 degrees from 2019-2021 to 2021-2022 for diverse students nationwide. Underrepresented students of color received 35% of the combined degrees. The data comes from the Integrated Postsecondary Education Data system survey known as IPEDS, which are collected by the U.S. Department of Education. Georgia Southern detailed diversity rankings: Rank Category Degree Level Discipline #2 Temporary Resident Doctorate Public Health #3 African American Doctorate Public Health #3 Total Minority Doctorate Public Health #5 African American Bachelor’s Physical Sciences #6 African American Bachelor’s Communication Disorders Sciences #6 African American Bachelor’s Parks, Recreation, Leisure #8 African American Bachelor’s Engineering #9 African American Bachelor’s Marketing #10 African American Bachelor’s Rehabilitation and Therapeutic Sciences #13 African American Bachelor’s Finance #13 African American Master’s Parks, Recreation, Leisure #14 African American Bachelor’s Family And Consumer Sciences #14 Two or More Races Bachelor’s Communication Disorders #15 African American Bachelor’s Education #19 African American Bachelor’s All Disciplines Combined View the Top 100 Diverse Report Here For more information about the Top 100 Diverse Report or to speak with Dominique A. Quarles — simply reach out to Georgia Southern Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
Craig M. Harvey, Ph.D., has been selected to serve as the new dean of the Allen E. Paulson College of Engineering and Computing beginning July 1. “I am excited to welcome Dean Craig Harvey to Georgia Southern University as the next generation of leadership for the College of Engineering and Computing,” said Carl L. Reiber, Ph.D., provost and vice president for academic affairs. “Dean Harvey brings with him an understanding of what a vibrant and growing research university will need to move to the next level as our region expands in its engineering and computing needs.” Harvey comes to Georgia Southern University from Louisiana State University, where he serves as the associate dean for academic affairs of the College of Engineering, professor of Industrial Engineering and is the holder of the Donald W. Clayton University Professorship. He brings to Georgia Southern a wealth of knowledge in leadership, student growth and expansion and advanced engineering studies. “It will be a great honor to serve as the next dean of the Allen E. Paulson College of Engineering and Computing, a college that prepares graduates in engineering, construction and computing to be ready to take on the challenges facing Georgia and the country in the 21st century,” Harvey said. “I look forward to working with faculty, staff, students, alumni and industry to position the college to meet the future demands in both education and research in the state where my engineering career began.” His research interests include human computer interaction, usability engineering, human collaboration within complex environments, human factors engineering and safety engineering. Harvey worked full time as a maintenance engineer and captain at Grand Forks Air Base in North Dakota and served in the United States Air Force Reserves while earning a Ph.D. in industrial engineering from Purdue University. He holds a bachelor's in industrial engineering from Georgia Institute of Technology and a master's in industrial engineering degree from Purdue University in West Lafayette, Indiana. For more information — simply reach out to Georgia Southern Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
Experts in the Media: Georgia Southern investing $1.2 million to upgrade campus security cameras
Georgia Southern University is planning a major upgrade to its campus security cameras and video technology. With approximately $1.2 million budgeted, the University will upgrade the cameras in the resident halls and other buildings in Statesboro, Savannah and Hinesville to bring the current cameras from analog to a digital platform. Additionally, new cameras will be placed at entrances to theirr campuses that can tie into those from other law enforcement agencies. The end result will be an interconnected network of cameras across the region. The new technology package includes state-of-the-art Flock cameras, which are motion-activated and record license plate numbers of any vehicle that comes into the hall parking lots. Flock Safety’s “Vehicle Fingerprint” technology lets police search the video by vehicle make, color, type, license plate, state of the license plate, missing plate, covered plate, paper plate, and unique vehicle details such as roof racks, bumper stickers, and more. The cameras can be used to look for a specific suspect or a vehicle that has been entered into law enforcement databases. Additionally, the University can use Flock for investigative purposes as well by going back and looking for any cars that fit a certain profile if it was associated with a crime or if there was a gunshot detected nearby. “This upgrade allows us to add more cameras, extend our reach, add storage and searching capabilities and better integrate our cameras into other video surveillance networks in use by local law enforcement,” said Georgia Southern University Police Chief Laura McCullough. “This is a major step forward in our ongoing work to keep our campus safe.” The new equipment will add to, and augment, Georgia Southern’s network of more than 1,800 video cameras on its three campuses. The project will begin in the coming weeks and is expected to be completed by the start of the fall 2023 semester. The announcement has garnered a lot of attention, especially with local media and publications covering security. If you're a journalist looking to know more about this announcement or speak to an expert about campus security and safety - then let us help with your coverage. Georgia Southern University Police Chief Laura McCullough is available - simply reach out to Georgia Southern Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
Episode 14| CorpusCast with Dr Robbie Love
CorpusCast is the podcast about corpus linguistics and what it can do for society. Join Dr Robbie Love as he speaks with top researchers in the field to find out more about how corpus linguistics – the study of linguistic patterns in large samples of language – is applied to a diverse range of areas including health, social justice and education. On this episode of CorpusCast, Robbie chats to Professor Bas Aarts. Bas is director of the Survey of English Usage, an internationally recognised and highly regarded centre of excellence for research in the area of English Language and Linguistics. Dr Robbie Love ? https://bit.ly/3Zcgo36 Professor Bas Aarts ? https://bit.ly/3YfFxsv Aston Centre for Applied Linguistics ? https://bit.ly/3QKHcSF School of Social Sciences and Humanities ? https://bit.ly/3JCRAd1 Find out more about courses related to this show ? https://bit.ly/3pR705k #TeamAston #CorpusCast #linguistics
