Consumer Reactions to Drip Pricing

This research examines how drip pricing—a strategy whereby a firm advertises only part of a product’s price up front and then reveals additional mandatory or optional fees/surcharges as the consumer proceeds through the buying process—affects consumer choice and satisfaction.

• 저널Marketing Science · 39(1) · 188–210
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2019.1207
• 저자Shelle Santana, Steven K. Dallas, Vicki G. Morwitz