Do consumers really want honest pricing?
Experience of StubHub and J.C. Penney suggests people like price tricks
Maybe consumers can’t handle the truth. We say we don’t want to be tricked by price-tag gimmicks and hidden fees, but companies find that when they’re up front and honest, they lose customers.

Three months after StubHub began including all of its fees in the ticket price, sales have slumped. The same thing happened following J.C. Penney’s short-lived experiment with “honest pricing.” Honesty, it seems, does not pay. http://www.marketwatch.com/story/do-consumers...2014-03-28