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Marketing Department's Lecture

Topic:     The Role of Pricing Transparency in the Shopping Process

Speaker:David E. Sprott (Carson College of Business, Washington State University)

Time:      14:00 Dec.18 2017

Place:      Room1008,Mingde Bussiness Building


As consumers proceed through the stages of the buying process, companies typically provide them with multiple price-related communications. As evidenced by marketplace practice, organizations may present such price information in a more or less complete or transparent manner. In this research, we conceptualize pricing transparency and its effects on consumers. Findings from two simulated shopping experiments reveal that increased pricing transparency positively impacts the emotions consumers experience during transactions, and in turn, their post-transaction impressions of retailers. Price consciousness is found to moderate these effects. Among other implications, we contend that pricing transparency should be a strategic consideration for all types of firms, thereby elevating and integrating decisions regarding the manner by which price information is communicated to customers.


David E. Sprott is the Boeing / Scott and Linda Carson Chair and Professor of Marketing in the Carson College of Business at Washington State University, Pullman. Dr. Sprott also serves as Senior Associate Dean for Faculty and International Affairs and is on faculty at the University of St Gallen in Switzerland. He received his Bachelors of Business Administration from Kent State University in 1990 and his MBA from Kent in 1992. He earned a Ph.D. in Marketing, with an emphasis on psychology and consumer decision making, from the University of South Carolina in 1997. Professor Sprott’s research interests include: retailing, branding, influence strategies and marketing public policy. His research has been published in the field’s top journals such as Journal of Applied Psychology, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Journal of Retailing.