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
F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?
Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
K6. Persuading the Moral Consumer: Matching Messages to Attitude Basis
Aviva Philipp-Muller, Ohio State University, USA
Andrew Luttrell, Ball State University
Richard Petty, Ohio State University, USA
H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market
Hao Wang, University of South Florida, USA