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  • January–February 2020
  • Article

Consumer Reactions to Drip Pricing

By: Shelle Santana, Steven Dallas and Vicki Morwitz
This research examines how drip pricing—a strategy whereby a firm advertises only part of a product’s price upfront and then reveals additional mandatory or optional fees/surcharges as the consumer proceeds through the buying process—affects consumer choice and... View Details
Keywords: Drip Pricing; Pricing; Consumer Protection; Hidden Fees; Price; Consumer Behavior; Perception
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Santana, Shelle, Steven Dallas, and Vicki Morwitz. "Consumer Reactions to Drip Pricing." Marketing Science 39, no. 1 (January–February 2020): 188–210.
  • Research Summary

Drip Pricing

Anyone who has shopped for an airline ticket online has experienced drip pricing, as each successive screen seems to reveal another fee throughout the purchasing process. This practice is becoming prevalent in a variety of industries, but its effect on consumers is... View Details

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