Price Endings in Risky Product Categories
The following is a review of “Pricing risky services: preference and quality considerations”, an examination of consumer response to pricing endings for ‘risky’ services. The original article was written by researchers Anthony Allred and E.K. Valentin from Weber State University and Goutam Chakraborty, from Oklahoma State University.
Sirui Guo – Research Associate, Pricing Solutions Ltd.