How and How Much to Reveal? the Effects of Price Transparency on Consumers’ Price Perceptions

Abstract

This study investigated the effects of price transparency on consumers’price perceptions. Our two-dimensional information transparency framework (sufficiency and diagnosticity of pricing information) is grounded in the Heuristic-Systematic Model of Persuasion. Real-life online hotel booking sites were used for hypothesis testing. Our results show that… (More)

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