Why Shoppers Hate Frequent Price Changes

Prices become difficult to judge, & the purchase decision gets more complicated.

Until recently, most businesses changed their prices once or twice a year, usually when they printed new catalogs. As recently as a decade ago, even cutting-edge, upstart online retailers like Amazon didn’t change their prices all that much. In one study, for example, marketing scientists Mark Bergen, Robert Kauffman and Dongwon Lee analyzed book prices…