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HomeBehavioural study on the transparency of price reductions, supporting the capacity building of consumer protection enforcement authorities
Final report
Metadate publicare
This study’s objective is to test the impact of misleading price reduction presentation practices on consumer choices. Key findings - The mapping of methods in which e-commerce platforms present discounts identified that price reductions were displayed in ways which are likely to confuse or mislead consumers. - Misleading ways of presenting price reductions influence consumer choices, significantly increasing the likelihood of purchasing affected products. The resulting misallocation of spending budgets is associated with detriment of consumers. - The vast majority of participants believed the percentage discounts displayed to them to be true. Even when explicitly questioned and presented with the product information page containing all the necessary information – such as the correct prior price and the higher reference price used to calculate a misleading percentage discount – participants were not able to spot the misleading practice. The study results highlight the importance of improving compliance with regulations on the presentation of price reductions. Methodology First, the study mapped the business practices related to the presentation of price discounts in e-commerce across the EU. It then conducted two behavioural experiments in Poland and in Italy using an online access panel between Monday 18th November and Friday 29th November 2024. The final sample included 3,501 Italian and 3,501 Polish participants. Finally, all results were analysed.
- Publicat(ă) la:
- Autor(i) instituţional(i): Direcția Generală Justiție și Consumatori (Comisia Europeană)
- Teme: Politica comercială
- Subiecte: comerț electronic , eșantionare , legislaţia privind protecţia consumatorului , piață unică , preț redus , raport , restricționarea concurenței
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| ISSN | ISBN 978-92-68-30984-1 | DOI 10.2838/1006594 | Număr de catalog DS-01-25-146-EN-N |
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Tipărit
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| ISSN | ISBN 978-92-68-30985-8 | DOI 10.2838/6554065 | Număr de catalog DS-01-25-146-EN-C |
- Released on EU publications website:
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