Don't Show the Price Too Early: How (And When) Uncertainty Improves Perceived Price Fairness
Across three studies, we found that consumers perceive a price to be fairer if the price is first hidden and then revealed (vs. shown directly), because temporary uncertainty regarding the price increases expectation of the price. This effect reverses when the price is expected to be favorable (e.g., discounted price).
Citation:
Amin Shiri, Xiang Wang, Minzhe Xu, and Chris Janiszewski (2021) ,"Don't Show the Price Too Early: How (And When) Uncertainty Improves Perceived Price Fairness", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 435-436.
Authors
Amin Shiri, Texas A&M University
Xiang Wang, University of Florida
Minzhe Xu, University of Florida
Chris Janiszewski, University of Florida
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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