How surcharges affect pricing and purchasing
Surcharges — additional fees such as shipping and handling — are unwelcome but common charges that can shoot up the cost of online and catalog shopping. Yet how many of us base our purchasing decision on these niggling fees? A lot more than you might think. New research conducted by Amar Cheema, Ph.D., assistant professor of marketing at Washington University in St. Louis, holds important implications for businesses and their pricing practices.