Original paper
Many a little makes a mickle: Why do consumers negatively react to sequential price disclosure?
Abstract
Drip pricing (DP) is distinct from partitioned pricing as it sequentially discloses surcharges to consumers. Critics see DP as a deceptive pricing tactic because it obscures the final price of an offer. We examine the effects of the timing of the final price disclosure and the number of sequentially presented surcharges on consumers' attention to the final price and, ultimately, perceived price fairness. In an eye‐tracking study with 225...
Paper Details
Title
Many a little makes a mickle: Why do consumers negatively react to sequential price disclosure?
Published Date
Oct 23, 2020
Journal
Volume
38
Issue
1
Pages
113 - 128
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Notes
History