Alumni Magazine Fall 2016 - page 2-3

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n
Clarkson
Magazine
Fall 2015
2
That Online
Bargain?
It May Not be
the Bargain
You Think
It Is.
“Everyone expects a deal on the
web.
But some sellers are willing to
deceive consumers to make a sale.”
For nearly 30 years, School of
Business Professor Larry Compeau
has been researching and writing
about pricing strategy and consumer
behavior.
This spring he was featured in a
New York Times article on deceptive
pricing on the Internet.
“Increasingly, companies are
inflating retail prices to exaggerate
consumer savings,” Compeau says,
“The perception of a great deal is an
inducement to buy.”
That’s because people attach
different kinds of value to a purchase he
says. “There is the acquisition value but
also the transaction value derived from
the deal itself. Exaggerating savings is a
way of increasing transaction value.”
The issue is complicated by the
fact that there is no objective method
for determining a fair retail price.
Historically, manufacturers set retail
prices at a point that was consistent
with what the manufacturer believed
it was worth.
But over time, and with the
explosion of Internet shopping, that
process has eroded.
“How a price is set is a problem that
is before the courts,” says Compeau,
who has testified as an expert witness in
a number of high-profile cases related to
deceptive or illegal pricing.
“Retail prices have to be bona fide
and states have laws in place to try to
ensure that,” he says. “For example, if
a store sold at least 50% of its stock at a
certain price before it is discounted, then
that’s an indicator that it is a legitimate
retail price. But if they sold 1% at that
price, then the list price point is likely
fictitious. Another indicator is how long a
retailer has offered the item at a certain
price before it is discounted.”
So can consumers get a deal?
“Sure. But most of the time they
don’t. It’s simple logic: Items can’t be
on sale all the time.”
The results of a new study
on physical activity have
researchers asking what will
it take to get people moving?
Associate Professor of
Physical Therapy Ali Boolani
and Oklahoma State University
Associate Professor of
Physical Education Timothy
Baghurst wanted to see how
aspiring physical educators
might change their activity
levels when they know they're
being monitored.
For the study, researchers
got together 36 Oklahoma State
phys ed students
and gave each
one a monitor,
telling them it
would measure
the amount of
sunlight they
received each day. Later, they
gave them another monitor to
count the number of steps they
took each day.
The catch? Both monitors
actually measured how active
the fitness advocates were.
The researchers expected
the Phys ed majors to be more
active than the average not-so-
active citizen. They also expected
the students would pick up the
pace when they knew their steps
were being counted.
But they weren’t. And they
didn’t.
“You need to take 10,000
steps a day to equal 30 minutes
of light-to-moderate physical
activity, and you should really
do an hour a day to be healthy,”
Boolani says. “Students in the
study took 11,000 or 12,000 steps a
day, which isn't much above the
minimum, and their activity didn't
change with the monitoring.”
Among the issues raised by
the study: Relying on exercise
monitors as a motivator to get
people moving probably won’t
work.
Fitness Monitors Don't Motivate Exercise
Says Study
T H R E E O F
The
Albany Business Review
announced the
40 Under 40 winners for 2016, which include
three alumni.
The program recognizes up-and-coming
executives, innovators and thought leaders who
will shape the future of Albany. The honorees
were selected by an advisory committee of local
business leaders.
Congratulations to:
Philip Sidoti
’10 (MBA, UGC)
director of campaign execution and optimization,
Pitney Bowes
Nicole Snow
’04 (Business & Technology Management )
founder and owner of Darn Good Yarn
Ryan Watroba
’11 (MBA, UGC)
vice president of relocation and business development,
Coldwell Banker Prime Properties
30 minutes of light-to-moderate
physical activity
10,000 steps a day =
DPT Students Help Musicians
“Tune Up” Their Bodies
“Being a musician is demanding,” says Associate Professor
of Physical Therapy Leslie Russek. “They are athletes of fine
motor skills and they have to take care of their bodies.”
And hours and hours spent playing musical
instruments can lead performers to suffer from unique
aches and pains.
So students in Clarkson’s Doctor of Physical
Therapy (DPT) program held a series of injury
prevention workshops this spring for musicians at
SUNY Potsdam’s Crane School of Music.
The workshops featured a series of interactive stations
where DPT students led the participants in exercises to
relax and relieve tension, and included demonstrations to
help improve posture and manage pain.
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