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Do consumers value price transparency?

Author

Listed:
  • Katja Seim

    (University of Pennsylvania
    CEPR
    NBER)

  • Maria Ana Vitorino

    (University of Minnesota)

  • David M. Muir

    (University of Delaware)

Abstract

We examine the role of price transparency in consumer preferences and demand. We assemble a detailed dataset on the driving school industry in Portugal to quantify how firms present the price of the course of instruction, and its individual components, to potential students. Our unique data allows us to estimate a structural model of school choice and measure the impact of varying levels of price information on demand. The results show that consumers are willing to pay a significant amount for price transparency, on average 11% of the service price, and that consumer demographics drive heterogeneous preferences for transparency.

Suggested Citation

  • Katja Seim & Maria Ana Vitorino & David M. Muir, 2017. "Do consumers value price transparency?," Quantitative Marketing and Economics (QME), Springer, vol. 15(4), pages 305-339, December.
    • Handle: RePEc:kap:qmktec:v:15:y:2017:i:4:d:10.1007_s11129-017-9193-x
    DOI: 10.1007/s11129-017-9193-x
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    References listed on IDEAS

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    2. Ernst Fehr & Keyu Wu, 2021. "Obfuscation in competitive markets," ECON - Working Papers 391, Department of Economics - University of Zurich, revised Feb 2023.
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    4. Liu, Xiaotian & Popkowski Leszczyc, Peter T.L., 2023. "The reference price effect of historical price lists in online auctions," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    5. Wang-Ly, Nathan & Bateman, Hazel & Dobrescu, Isabella & Newell, Ben R. & Thorp, Susan, 2022. "Defaults, disclosures, advice and calculators: One size does not fit all," Journal of Behavioral and Experimental Finance, Elsevier, vol. 35(C).

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    More about this item

    Keywords

    Pricing; Transparency; Information; Consumer valuation;
    All these keywords.

    JEL classification:

    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L84 - Industrial Organization - - Industry Studies: Services - - - Personal, Professional, and Business Services

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