要 旨
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We examine the salient effects of posting tax-inclusive price tags on demand. We discover
attention variation among consumers with only less-educated consumers underreacting to the
not-fully-salient tax display. We also find that a change in price tag displays to tax-exclusive
prices induces consumers to visit such stores more often than before. More than half of
the increase in demand in the stores using the tax-exclusive price tags is accounted for by
changing regular stores, which implies that the less salient tax price display influences store
patronage. However, our results suggest that the salient effect is a short-lived, not permanent,
phenomenon.
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