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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.
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.
ChristianaCare Launches Supplier Diversity Program
Making the organization more reflective of the patients and communities we serve To advance its commitment to diversity and inclusion, ChristianaCare has launched a supplier diversity program – the first among hospitals in Delaware – that supports greater equity among suppliers and provides equal access to purchasing opportunities at the health system. The new program opens the door for small and diverse businesses owned and operated by ethnic minorities, women, veterans, service-disabled veterans, LGBTQ+ individuals and persons with disabilities to do business with ChristianaCare. “ChristianaCare’s commitment to expand and strengthen our partnerships with diverse vendors and suppliers is integral to our strategic plan to embed equity throughout our operations and culture,” said Jennifer Garvin, vice president of Supply Chain at ChristianaCare. “As the largest private employer in Delaware, we want to continue to grow and develop our diverse network of suppliers and vendors and obtain the best products at the best price. “This program gives us a platform to connect with smaller, historically disadvantaged firms. “We often look to the suppliers and business partners in our supply chain to bring new ideas and fresh insights to the table – and we believe everyone should have a seat at that table,” Garvin said. “By formalizing our commitment to supplier diversity, we are making ChristianaCare more reflective of the patients and communities we are privileged to serve.” By emphasizing a culture of diversity throughout their business operations, organizations tend to attract and retain top talent, increase employee satisfaction, outperform competitors and make better business decisions, according to research published by McKinsey & Company on the impact of diversity on businesses. “By being purposeful where we purchase our goods and services, we can make a meaningful, measurable and lasting impact on the wellbeing of our neighbors and our local economy,” said Etmara Offe, senior program manager of Supplier Diversity at ChristianaCare, and the first person to hold a position dedicated to supplier diversity at a health system in Delaware. “We want to ensure that a wide range of diverse suppliers and vendors have opportunities to work with us by growing and developing our network through outreach and educational programs,” she said. Offe said that plans are in the works for a supplier mentoring program and outreach events in the year ahead. For more information, visit ChristianaCare Supplier Diversity – ChristianaCare. Diverse businesses can apply using the Potential Supplier Intake Form on the 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.”
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.
New data shows real value of on-campus student engagement - Georgia Southern
Students celebrate the first week of classes for the Fall 2022 semester at the Welcome to the Nest Block Party, part of programming for The Eagle Experience. Planning and attending student events on a college campus may sound like it’s all fun and games, but new data from Georgia Southern University shows there are real benefits for the students and for the university when students engage in on-campus activities. A recent analysis by Georgia Southern’s Institutional Research office of first-year students who attended at least one event during the 2021-22 school year showed that students who attended at least one event returned this year at a rate of 79.4%. That figure is more than seven percentage points higher than the University’s overall freshman retention rate of 72%. “National data has consistently shown that the more engaged a student is with the university, the greater their chance of succeeding in college. It’s very satisfying to now have data to show the value of student programming and events at Georgia Southern,” said Shay Little, Ph.D., the University’s vice president for student affairs. Student affairs has been collecting student participation data since the university launched “the Eagle Experience” in fall 2020. The following year, the program, a collaborative cross-university effort to ensure new students’ successful transition to the Georgia Southern college experience, won a 2021-22 National Association of Student Personnel Administrators (NASPA) Excellence Bronze Award. Now, data show that students are re-engaging after two COVID-influenced years that impacted many of Georgia Southern’s operations and activities. Total attendees measured at Georgia Southern events on all three campuses rose from 55,124 in fall of 2021 to 79,408 in fall of 2022. That’s a 44% increase in students who checked in during at least one of more than 1,000 events. Fall 2022, the numbers show: 1,162 total events 79,408 total attendees 370 Armstrong Campus events that attracted 13,116 attendees 662 Statesboro Campus Tagged Events that attracted 62,335 attendees 82 different departments or registered student organizations hosted events “It’s clear that we are reaching our Eagle Experience goals of engaging and retaining our students,” Little said. “We intend to foster a transformative student experience where students have fun, find a place to belong, and have opportunities to learn while enhancing their academic experience. These results are very encouraging.” Looking to know more - then let us help. Shay Little, Ph.D., is available to speak to reporters about the importance and success of student engagement. For more information or to arrange an interview - 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
Augusta University’s second annual Healthy Georgia Report has been released, offering a snapshot of health in the Peach State as compared to not only neighboring states, but also the entire country. While Georgia’s population is doing well in some key health factors, researchers also found areas that could benefit from more awareness and public policy action. Biplab Datta, PhD, assistant professor in the Institute of Public and Preventive Health and the Medical College of Georgia’s Department of Population Health Sciences, collaborated with other IPPH faculty and staff to update the report and add new categories this year. The goal of the report is to connect with lawmakers, community leaders and researchers, stimulate conversations about public health needs and promote action, such as greater community engagement, research for informing effective policies and appraisal of required funds. “We need to make lawmakers aware of the public health situation in the state of Georgia,” said Datta. “We hope this report will help identify areas that need policy attention. It can also play an important role in bridging the gap between researchers and policymakers.” Using 2021 data from the Behavioral Risk Factor Surveillance system, the National Survey of Children’s Health, the American Community Survey and the Center for Disease Control and Prevention’s COVID Data Tracker website, the report was compiled on numerous health topics. Some categories studied include high cholesterol, hypertension, obesity, arthritis, asthma, cancer, cardiovascular diseases, alcohol consumption, diabetes and more. It also broke down each category by age, sex, race, income level and other socioeconomic indicators to get a full representation of the data. New to the study this year is an in-depth look at health insurance coverage, COVID-19 vaccinations, breastfeeding, child maltreatment, and unmet healthcare need of children. Georgia ranks 49th in the nation when it comes to health insurance coverage. That was a surprise to Datta. “I didn’t expect the numbers to be that bad, but I think it also indicates the scope of work that we need to undertake to improve insurance coverage in Georgia,” he said. Another surprise was the low rate of flu vaccination in Georgia. “We know there is a difference between whites and Blacks in the U.S. But when we look at and compare Black people in Georgia with Blacks in the rest of the southeastern states, we see the flu vaccination rate was significantly lower among Blacks in Georgia. This is an issue that warrants further research to understand the underlying causes of such disparity,” said Datta. As it was a year ago, hypertension remains a concern. There are several issues involved when talking about hypertension but there are also straightforward ways to improve the condition Datta said. “I think one of the core components of hypertension control is just changing some behavioral stuff. If we just reduced the sodium content in our daily diet, if we do regular physical exercise for a certain amount of time that will significantly improve our hypertension management. Community-level initiatives to make people aware of these things can make a real difference,” said Datta. Residents in Georgia are doing better in several areas such as obesity, cancer rates, asthma prevalence and depressive disorders. Datta said it’s important to recognize these improvements so we can learn from them. “We need to figure out where we are doing well and use that experience in areas where we are not doing so well. It will help us move toward the right direction.” He added it’s important to always be looking for ways to evolve the study, and that includes adding new categories when enough data is available. “We didn’t cover sexually transmitted diseases in this year’s report, which we would like to add when data will become available. We’d also like to add teenage pregnancy, maternal health issues, gun violence and opioid use,” he said. Looking to learn about health in the Peach State? Then let us help. Biplab Datta is available to speak with media regarding this important topic. Simply click on his icon now to arrange an interview today.
