The details from experiments with more than 5,000 business school students and working adults:
Whether you’re looking to buy a plane ticket or a pair of socks, more and more online shopping platforms now offer consumers a detailed look into products’ historical prices. But how does this information influence buying decisions?with a total of more than 5,000 business school students and working adults across the U.S. and Europe.
However, the picture gets more complicated when you consider the frequency of historical price shifts: In our studies, we found that if consumers were shown at least three changes in the same direction, they were likely to assume the price would continue to move in the same direction, whereas if they were only shown one or two changes in the same direction, they expected the price to change in the opposite direction.
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