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Professor Vicki Morwitz explains why "drip pricing" drives away customers

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Excerpt from Macleans -- "'I hope that firms will realize that consumers prefer simple and straightforward pricing to pricing that they do not understand,' says Vicki Morwitz, a professor of marketing at the Stern School of Business at New York University. 'While consumers may be fooled once by paying for an unexpected surcharge because they do not want to have to begin their shopping all over or admit that they made a mistake, they will be less likely to want to do business again with a firm they feel tricked them into paying more than they thought they should.'"

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