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PAY-WHAT-YOU-WANT (PWYW) PRICING FOR HIGH-VALUE PRICED SERVICES: POTENTIAL, NEW AND REPEAT CUSTOMERS
Brigitte Stangl,Margit Kastner,Girish Prayag 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
This study contributes to the limited literature on the innovative pricing method of Pay-What-You-Want (PWYW) in the context of a high-value service. PWYW is a participative pricing approach that takes away all the power from the seller allowing customers to decide what price they want to pay. As such, the customer is free to set any price (even zero) and the seller has to accept it (Kim et al., 2009). Existing research on PWYW examines the impact on customers fairness perception (Haws et al., 2006), willingness to pay (Spann et al., 2004), and purchase intentions (Chandran et al., 2005). Studies also provide insights into which factors (e.g., price or value consciousness) impact on the PWYW price people pay, and on its profitability (Kim et al., 2009). PWYW is more effective than traditional pricing approaches for services that follow an economy pricing strategy (Schons et al., 2014) but not for luxury goods (Balan, 2014). A notable omission in the literature is the lack of studies that directly compare the profitability of PWYW for potential, new, and repeat customers in a high-value priced service setting. The high-value strategy is defined as positioning a high quality service sold at a medium price (Kotler et al., 2001). Another lack in literature is the use of natural experiments to examine whether groups of customers will pay different prices in comparison to traditional price setting methods. In marketing research, natural experiments have been used to examine price-quality trade-offs with the conclusion that consumers pay more for better quality (Bertini et al., 2012). Using the natural experiment of the biggest dance festival in Europe (ImPlusTanz) where different customer groups pay different prices, the study compares the applicability and profitability of the PWYW pricing method. Specifically, the minimum, maximum, and PWYW prices are compared to traditionally set prices. Results from the secondary data analysis reveal that ImPulsTanz uses a pricing structure based on demographics mainly. Survey results show that the PWYW prices differ between three natural customer groups. Repeat customers are prepared to pay the highest prices compared to new and potential customers. Despite all customers indicating they will pay for the service generally, PWYW prices paid are lower than traditional list prices from the secondary data analysis. Findings also confirm differences between customers with diverse price perception/consciousness, perceived quality and value of the services offered.
MEG and EEG Dipole Clusters from Extended Cortical Sources
Manfred Fuchs,Jo¨rn Kastner,Reyko Tech,Michael Wagner,Fernando Gasca 대한의용생체공학회 2017 Biomedical Engineering Letters (BMEL) Vol.7 No.3
Data from magnetoencephalography (MEG) andelectroencephalography (EEG) suffer from a rather limitedsignal-to-noise-ratio (SNR) due to cortical backgroundactivities and other artifacts. In order to study the effect ofthe SNR on the size and distribution of dipole clustersreconstructed from interictal epileptic spikes, we performedsimulations using realistically shaped volumeconductor models and extended cortical sources with differentsensor configurations. Head models and corticalsurfaces were derived from an averaged magnetic resonanceimage dataset (Montreal Neurological Institute). Extended sources were simulated by spherical patches withGaussian current distributions on the folded cortical surface. Different patch sizes were used to investigate cancellationeffects from opposing walls of sulcal foldings andto estimate corresponding changes in MEG and EEG sensitivitydistributions. Finally, white noise was added to thesimulated fields and equivalent current dipole reconstructionswere performed to determine size and shape of theresulting dipole clusters. Neuronal currents are orientedperpendicular to the local cortical surface and show cancellationeffects of source components on opposing sulcalwalls. Since these mostly tangential aspects from largecortical patches cancel out, large extended sources exhibitmore radial components in the head geometry. This effecthas a larger impact on MEG data as compared to EEG,because in a spherical head model radial currents do notyield any magnetic field. Confidence volumes of singlereconstructed dipoles from simulated data at differentSNRs show a good correlation with the extension ofclusters from repeated dipole reconstructions. Size andshape of dipole clusters reconstructed from extended corticalsources do not only depend on spike and timepointselection, but also strongly on the SNR of the measuredinterictal MEG or EEG data. In a linear approximation thesize of the clusters is proportional to the inverse SNR.
Genetic risk factors for rheumatoid arthritis differ in caucasian and Korean populations
Lee, Hye-Soon,Korman, Benjamin D.,Le, Julie M.,Kastner, Daniel L.,Remmers, Elaine F.,Gregersen, Peter K.,Bae, Sang-Cheol Wiley Subscription Services, Inc., A Wiley Company 2009 Vol.60 No.2
<B>Objective</B><P>Recent studies have identified a number of novel rheumatoid arthritis (RA) susceptibility loci in Caucasian populations. The aim of this study was to determine whether the genetic variants at 4q27, 6q23, CCL21, TRAF1/C5, and CD40 identified in Caucasians are also associated with RA in a Korean case–control collection. We also comprehensively evaluated the genetic variation within PTPN22, a well-established autoimmune disease–associated gene.</P><B>Methods</B><P>We designed an experiment to thoroughly evaluate the PTPN22 linkage disequilibrium region, using tag single-nucleotide polymorphisms (SNPs) and disease-associated SNPs at 5 RA-associated loci recently identified in Caucasians, in 1,128 Korean patients with RA and 1,022 ethnically matched control subjects. We also resequenced the PTPN22 gene to seek novel coding variants that might be contributing to disease in this population.</P><B>Results</B><P>None of the susceptibility loci identified in Caucasian patients with RA contributed significantly to disease in Koreans. Although tag SNPs covering the PTPN22 linkage disequilibrium block were polymorphic, they did not reveal any disease association, and resequencing did not identify any new common coding region variants in this population. The 6q23 and 4q27 SNPs assayed were nonpolymorphic in this population, and the TRAF1/C5, CD40, and CCL21 SNPs did not show any evidence for association with RA in this population of Korean patients.</P><B>Conclusion</B><P>The genetic risk factors for RA are different in Caucasian and Korean patients. Although patients of different ethnic groups share the HLA region as a major genetic risk locus, most other genes shown to be significantly associated with disease in Caucasians appear not to play a role in Korean patients with RA.</P>
Statistical Non-Parametric Mapping in Sensor Space
Michael Wagner,Reyko Tech,Manfred Fuchs,Jo¨rn Kastner,Fernando Gasca 대한의용생체공학회 2017 Biomedical Engineering Letters (BMEL) Vol.7 No.3
Establishing the significance of observed effectsis a preliminary requirement for any meaningful interpretationof clinical and experimental Electroencephalographyor Magnetoencephalography (MEG) data. We propose amethod to evaluate significance on the level of sensorswhilst retaining full temporal or spectral resolution. Inputdata are multiple realizations of sensor data. In this context,multiple realizations may be the individual epochs obtainedin an evoked-response experiment, or group study data,possibly averaged within subject and event type, or spontaneousevents such as spikes of different types. In thiscontribution, we apply Statistical non-Parametric Mapping(SnPM) to MEG sensor data. SnPM is a non-parametricpermutation or randomization test that is assumption-freeregarding distributional properties of the underlying data. The method, referred to as Maps SnPM, is demonstratedusing MEG data from an auditory mismatch negativityparadigm with one frequent and two rare stimuli and validatedby comparison with Topographic Analysis of Variance(TANOVA). The result is a time- or frequencyresolvedbreakdown of sensors that show consistentactivity within and/or differ significantly between event orspike types. TANOVA and Maps SnPM were applied tothe individual epochs obtained in an evoked-responseexperiment. The TANOVA analysis established dataplausibility and identified latencies-of-interest for furtheranalysis. Maps SnPM, in addition to the above, identifiedsensors of significantly different activity between stimulustypes.