Who’s to Blame for All Those Hidden Fees? We Are

Add-on fees are driving consumers crazy. Four experiments illustrate why “drip pricing” is so effective at getting us to pay more, and why consumers are to blame. Consumers prefer complexity and punish transparency, underestimating the cost of purchases.

Who’s to Blame for All Those Hidden Fees? We Are
  • Drip pricing is effective at getting consumers to pay more, as they underestimate the magnitude of add-on fees.
  • Consumers prefer complexity and punish transparency, even when given the option to identify cheaper alternatives.
  • Lower initial prices prompt shoppers to upgrade and commit to purchases, underestimating the cost of starting over.
  • Most consumers erroneously believe drip prices work like taxes, affecting the base price by a constant amount.
  • Consumers are to blame for add-on fees, punishing transparency and underestimating the true cost of purchases.
Who’s to Blame for All Those Hidden Fees? We Are
Four tests show why ‘drip pricing’ is so effective at getting us to pay up