Consumer Reactions to Drip Pricing
Santana first author. Six airline and hotel booking studies, four of them with incentive-compatible choices and samples from 93 to 805, let participants start over after seeing the total. When optional surcharges were dripped rather than shown upfront, people initially chose a lower base price that was often dearer in total, and tended to keep it even after seeing the total and being offered the chance to change, while being relatively dissatisfied with it.
Santana first author. Six airline and hotel booking studies, four of them with incentive-compatible choices and samples from 93 to 805, let participants start over after seeing the total. When optional surcharges were dripped rather than shown upfront, people initially chose a lower base price that was often dearer in total, and tended to keep it even after seeing the total and being offered the chance to change, while being relatively dissatisfied with it.
Written from the abstract read 2026-10-18.
What our sources record
Recorded when this source was checked, figures included, with page references and quotation marks removed.
Santana, S., Dallas, S. K., & Morwitz, V. G. (2020). Consumer Reactions to Drip Pricing. Marketing Science, 39(1), 188-210. doi:10.1287/mksc.2019.1207.