Price Salience and Product Choice
Blake first author. A field experiment on a ticket resale platform over ten days in August 2015, randomised at user level across several million users, compared all-in prices with revealing a 15 per cent fee at checkout. Obfuscating the fee raised revenue by about a fifth, mostly because more people bought at all, with buyers also spending about 5 per cent more per ticket. The effect fell to about 15 per cent among the most experienced buyers rather than disappearing.
Blake first author. A field experiment on a ticket resale platform over ten days in August 2015, randomised at user level across several million users, compared all-in prices with revealing a 15 per cent fee at checkout. Obfuscating the fee raised revenue by about a fifth, mostly because more people bought at all, with buyers also spending about 5 per cent more per ticket. The effect fell to about 15 per cent among the most experienced buyers rather than disappearing.
Written from the full text read 2026-10-18.
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Blake, T., Moshary, S., Sweeney, K., & Tadelis, S. (2021). Price Salience and Product Choice. Marketing Science, 40(4), 619-636. doi:10.1287/mksc.2020.1261.