Universität zu Köln

Dertwinkel-Kalt, Markus, Koester, Mats and Sutter, Matthias (2020). To buy or not to buy? Price salience in an online shopping field experiment. Eur. Econ. Rev., 130. AMSTERDAM: ELSEVIER. ISSN 1873-572X

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Abstract

We examine whether shrouding or partitioning of a surcharge raises demand in online shopping. In a field experiment with more than 34,0 0 0 consumers, we find that consumers in the online shop of a cinema are more likely to select tickets for a 3D movie when the 3D surcharge is shrouded, but they also drop out more often when the overall price is shown at the checkout. In sum, the demand distribution is independent of the price presentation. This result outlines the limits of the effectiveness of shrouding practices. (c) 2020 Elsevier B.V. All rights reserved.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Dertwinkel-Kalt, Markus UNSPECIFIED UNSPECIFIED UNSPECIFIED Koester, Mats UNSPECIFIED UNSPECIFIED UNSPECIFIED Sutter, Matthias UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-312561
DOI:	10.1016/j.euroecorev.2020.103593
Journal or Publication Title:	Eur. Econ. Rev.
Volume:	130
Date:	2020
Publisher:	ELSEVIER
Place of Publication:	AMSTERDAM
ISSN:	1873-572X
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language Economics Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/31256