A new Journal of Marketing study proposes a requirement that sellers disclose "true normal prices" to help calm the out-of-control promotional pricing environment.

Read an in-depth recap of this research here: https://www.ama.org/2023/05/02/battling-deceptive-pricing-how-revealing-the-true-normal-price-can-protect-consumers/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231164640

Reference: Richard Staelin, Joel E. Urbany, and Donald Ngwe, “Competition and the Regulation of Fictitious Pricing,” Journal of Marketing

Narrator: Elizabeth Ann Sismour

Acknowledgments: Aman Soni

Topics: fictitious pricing, competition, pricing regulation, consumer welfare, marketing, marketing research

Battling Deceptive Pricing: How Revealing the "True Normal Price" Can Protect Consumers