Research by Prof. Vicki Morwitz on drip pricing is highlighted
September 21, 2012
Excerpt from The New York Times -- "People who feel duped are more angry and less likely to return to the offending company, according to research by Vicki Morwitz, a marketing professor at New York University Stern School of Business who has studied consumer responses to what’s known as drip pricing by airlines and rental car agencies. 'You can’t win over a consumer by misleading a consumer,' she said. 'You’re going to lose by negative word of mouth.'"