To buy or not to buy? Price salience in an online shopping field experiment

Arbeitspapier

We examine whether shrouding or partitioning of a surcharge raises demand in online shopping. In a field experiment with more than 34,000 consumers, we find that consumers in the online shop of a cinema initiate a purchase process for a 3D movie more often when the 3D surcharge is shrouded, but they also drop out more often when the overall price is shown at the check-out. In sum, the demand distribution is independent of the price presentation. This result qualifies previous findings on the effectiveness of shrouding surcharges and can be rationalized through low cancellation costs.

Angaben zum Objekt

• ISBN: 978-3-86304-332-2
• Sprache: Englisch

Verweise und Beziehungen

• Erschienen in: Series: DICE Discussion Paper ; No. 333

Klassifikation und Themen

• Klassifikation: Wirtschaft ; Criteria for Decision-Making under Risk and Uncertainty ; Field Experiments
• Thema: Salience ; Inattention ; Shrouding ; Price partitioning ; Field experiment

Beteiligte, Orts- und Zeitangaben

• Ereignis: Geistige Schöpfung
• (wer): Dertwinkel-Kalt, Markus ; Köster, Mats ; Sutter, Matthias
• Ereignis: Veröffentlichung
• (wer): Heinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE)
• (wo): Düsseldorf
• (wann): 2020

Weitere Informationen

• Handle: http://hdl.handle.net/10419/215746
• Letzte Aktualisierung: 10.03.2025, 11:46 MEZ