$1.2 Million Dollar Grant 
Affordability Cures: Blue Cross and Blue Shield of Texas

Thanks to a three-year, $1.2 million grant from Blue Cross and Blue Shield of Texas (BCBSTX), Kelli Frias, Assistant Professor of Marketing in the Kogod School of Business and in partnership with Diedre Popovich and Catherine Langford at Texas Tech University, will examine perceptions of price and quality related to healthcare, health insurance and its affordability, particularly among Latinx populations.

The goal of this research is to disentangle the rhetoric and shared meanings associated with the affordability construct, and its impact on quality and price perceptions in healthcare decision-making.—Kelli Frias