Kim, Kacy K.; Ryoo, Yuhosua; Zdravkovic, Srdan; Yoon, Sukki - In: International Marketing Review 41 (2024) 5, pp. 1133-1160
Purpose In the digital era, price transparency—the practice of disclosing cost breakdowns in product manufacturing—has become present on digital platforms. Although its benefits are well-documented and consumers should theoretically desire costless and relevant information for informed...