# Professor Priya Raghubir shares her views on the ongoing class-action lawsuits against retailers for deceptive pricing tactics

1 Faculty News February 5, 2016 ![BuzzFeed News logo](/sites/default/files/styles/246w/public/assets/images/buzzfeednews.jpg?itok=Fxv9n3_i)>

Excerpt from [BuzzFeed News](http://www.buzzfeed.com/sapna/why-40-off-doesnt-mean-what-you-think-it-does#.orjRQbbYE) -- "'I don’t think that the lawsuits are frivolous at all,' [Raghubir](http://www.stern.nyu.edu/faculty/bio/priya-raghubir) of NYU said. 'I believe they really put companies on watch. To say, "When you are advertising a regular sale price, we are watching. So be careful before you try, for lack of a better word, to trick us."'"

[Read more](http://www.buzzfeed.com/sapna/why-40-off-doesnt-mean-what-you-think-it-does#.orjRQbbYE)

Additional coverage appeared on [Lifehacker](http://lifehacker.com/dont-be-duped-by-percent-off-discounts-when-you-go-sh-1765512738) and [Refinery29](http://www.refinery29.com/2016/02/102849/retailers-deceptive-discount-pricing).