When Is Hilo Low? Price Image Formation Based on Frequency Versus Depth Pricing Strategies

This research investigates consumer responses to everyday low price (EDLP) and high-low (HILO) pricing strategies. In contrast to previous findings and managerial wisdom, we find a consistent advantage for HILO pricing when price information was provided for multiple options in a category - a context more similar to an actual shopping environment.


Daniel Sheehan, Ryan Hamilton, and Ramnath K Chellappa (2019) ,"When Is Hilo Low? Price Image Formation Based on Frequency Versus Depth Pricing Strategies", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 275-280.


Daniel Sheehan, University of Kentucky, USA
Ryan Hamilton, Emory University, USA
Ramnath K Chellappa, Emory University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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