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
Featured papersSee More
Immigration, Abortion, and Gay Marriage – Oh My!
TJ Weber, Cal Poly San Luis Obispo
Chris Hydock, Georgetown University, USA
Jeff Joireman, Washington State University, USA
David Sprott, Washington State University, USA
Don't Troll Me Bro: A Study of Griefing in Video Games
Elana Harnish, Ohio University
Jacob Lee Hiler, Ohio University
The Effect of Psychological Control on Temporal Discounting: Conceptual and Methodological Implications
Kelly Kiyeon Lee, Georgetown University, USA
Selin A. Malkoc, Ohio State University, USA
Derek Rucker, Northwestern University, USA