When Shrouded Prices Seem Transparent: a Preference For Costly Complexity

We find that consumers prefer more complex fee disclosures, believing the detail in complex disclosures to signal transparency and facilitate decision-making. Yet, complexity can increase the likelihood of choosing higher-fee options. Hence, companies may disaggregate fees and signal transparency even while obfuscating fees.



Citation:

Shannon Michelle White, Abigail Sussman, and Dustin Beckett (2019) ,"When Shrouded Prices Seem Transparent: a Preference For Costly Complexity", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 185-189.

Authors

Shannon Michelle White, University of Chicago, USA
Abigail Sussman, University of Chicago, USA
Dustin Beckett, Consumer Financial Protection Bureau



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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