Have you ever driven by one of those car lots where all of the cars facing the street are perpetually on sale? Theres always a "hot deal" to accompany those "low miles" or "one driver" lures. Alternatively, your favorite clothing store may almost never have sales. But when it does--between seasons perhaps--the prices plummet. Which product promotion better?
"One question facing managers who decide to promote a product periodically is whether to offer frequent but shallow or deep but infrequent discounts. Previous research does not offer clear insights on the superiority of one tactic over the other," write Ashok K. Lalwani and Kent B. Monroe, both of the University of Illinois.
In a forthcoming study in the Journal of Consumer Research, the researchers found that frequently fluctuating prices caused consumers to perceive a products average price as lower than when the price of a product was reduced by a larger amount but less often. Thus, the line of sale-priced cars may be a better scheme than a deep price cut here and there.
Suzanne Wu | EurekAlert!
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Proteins must be folded correctly to fulfill their molecular functions in cells. Molecular assistants called chaperones help proteins exploit their inbuilt folding potential and reach the correct three-dimensional structure. Researchers at the Max Planck Institute of Biochemistry (MPIB) have demonstrated that actin, the most abundant protein in higher developed cells, does not have the inbuilt potential to fold and instead requires special assistance to fold into its active state. The chaperone TRiC uses a previously undescribed mechanism to perform actin folding. The study was recently published in the journal Cell.
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