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1、Anewstudy*fortheOfficeofFairTrading,Britain'smaincompetition-policywatchdog,seemstoconfirmthatthewaypricesarepresented,or"framed^,cantemptconsumersintoerror.Itsauthors,SteffenHuckandBrianWallaceofUniversityCollegeLondon(UCL)，andCharlotteDukeofLondonEconomics,aconsultancy,basethatfindingo
2、nacontrolledexperiment.Theytestedresponsestofivedifferentpriceframes:"drippricing”,whereonlypartofthepriceisrevealedatfirstandextrachargesarcleviedasthesaleprogresses(thinkofbuyinganairlineticketonline);"sales'；wherethepriceiscontrastedwithahigherprice(was$2,now$1);"complexpricing二suchas
3、three-for-twooffers,wheretheunitpricehastobeworkedout;“baiting”，whereacheapdealisadvertisedbutrestrictedtoafewluckyshoppers;and"time-limitedoffers^thatareavailableforashortperiod.Theexperiment'ssubjectswere166UCLstudentswhoplayedatbeingshoppersinacomputergame・Shopperswerefacedwithachoice
4、betweentwostoressellinganidenticalgoodandweregivenascoreforeachpurchase.Thegreaterthedifferencebetweentherewardsforowningthegoodandthepricestheypaid,thewisertheirpurchases,andthehigherthescore,or“pay-ofF.Howdidshoppersfare?Theauthorscalculatedtheadditionallosseachsubjectsufferedinrespons
5、etoeachpriceframecomparedwiththebaselinecase・Theaverageextralosswasthenusedtorankthefivepriceframes.Shopperswereworstoffunderdrippricing,followedbytime-limitedoffers,baiting,salesandcomplexpricing.Shoppersmadetwosortsofmistakes.Lessthan10%werepurchasingerrors一buyingtoolittlewhenthepricew
6、asrightortoomuchatsteepprices・Themostfrequentmistakewastoshoparoundtoomuchortoolittle・Understraightper-unitpricing,consumerstendedtoover-search.Thispatternwasreversedforthepriceframes:shopperstendedtosnatchatthedealsofferedinthefirstshop.Inthedrip-pricingframe,forinstance,morethanaquarte
7、rofconsumersboughtatthefirstshopwhenitwouldhavebeenwisetocontinuethesearch・Thedeepercausesoftheseerrorsvary.Inthedrip-pricingandbaitingframesitseemsthatshoppers,havingresolvedtobuyagood,feelasiftheyalreadyownit.Toabandonthesalewouldfeellikealoss.Withsalesandtime-limitedof
