True pricing – guiding consumers within a new pricing paradigm
通过一项1400名荷兰和丹麦消费者的大规模实验，研究了真实价格呈现方式（绝对、相对或无信息）对消费者选择的影响，发现价格重要性因呈现方式而异，且消费者对价格-质量关系的信念会影响其对真实价格的接受度。
True pricing is an innovative pricing approach, internalizing external costs in the final selling price, thereby increasing prices in general and more the more unsustainable offerings are. It is important to understand how to best communicate true prices at the point of sale, to guide consumers in their decision-making. Here, we present the results of a large-scale survey experiment with 1400 Dutch and Danish consumers, investigating the effect of the true price presentation format (absolute, relative or no information) on consumers’ choices. Our results show that importance of price differs depending on the presentation format. Further, consumers with a stronger belief in the price-quality relationship are more prone to accept higher true prices (i.e., less sustainable options), which is reversed by consumers’ understanding of true pricing. We contribute to the marketing literature on price presentation format as well as true pricing and provide managerial guidance on implementing true price communication.