Drip Pricing When Consumers Have Limited Foresight: Evidence from Driving School Fees
实证研究企业的“滴漏”定价行为，即消费者购买基础产品后可能需购买未预见的附加产品。利用葡萄牙驾校数据发现，基础课程价格随竞争下降，而附加的重复课程价格不降。调查显示至少25%的学生忽视重复费用，源于低估失败率和不知重复考试成本。
ABSTRACT This article empirically examines the “drip” pricing behavior of firms, where consumers purchase a base product and may later buy an add‐on, often without anticipating the need for it. A loss leader pricing strategy emerges, with firms pricing the base product below, and the add‐on above, standalone levels. Using data from the Portuguese driving instruction market, we find that base course prices decrease with competition, while prices for add‐on repeat courses do not. A survey reveals that at least 25% of students are inattentive to repeat fees, driven by underestimating failure rates and being unaware of repeat test costs.