“Call for Prices”: Strategic Implications of Raising Consumers' Costs

Article OPEN
Preyas S. Desai; Anand Krishnamoorthy; Preethika Sainam;
(2010)
  • Journal: Marketing Science,volume 29,issue 1 01-02,pages158-174
  • Related identifiers: doi: 10.1287/mksc.1090.0498
  • Subject: price advertising, channel coordination, retailing, free-riding
    acm: ComputingMilieux_GENERAL

Many consumer durable retailers often do not advertise their prices and instead ask consumers to call them for prices. It is easy to see that this practice increases the consumers' cost of learning the prices of products they are considering, yet firms commonly use such... View more
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