When retailers wait to reveal prices, shoppers fill in the blanks

Sometimes the price wasn't missing; its disclosure was just delayed. That's what Minzhe Xu, assistant professor of marketing in Iowa State University's Ivy College of Business, and his fellow researchers noticed when shopping online. A growing number of retailers were asking shoppers to take one more step—add to cart to see price, click to reveal, sign in to view price—before revealing an item's c
Source
Phys.org
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