TY  - BOOK
AU  - Zheng Yuqing
AU  - McLaughlin Edward W
AU  - Kaiser Harry M
TI  - Salience and taxation: Salience effect versus information effect
SN  - 13504851
AV  - HB1.A666 APP 
PY  - 2013///
CY  - New York
PB  - Taylor & Francis
KW  - Demand
KW  - Information effect
KW  - Sales tax
N2  - Posting tax-inclusive price tags on grocery products can reduce demand through an information effect that corrects consumers who misperceive the actual tax status. We disentangle the information effect from the salience effect developed by Chetty, Looney and Kroft (2009, CLK for short). By utilizing CLK's survey finding that 20% of shoppers mistakenly think there is no sales tax on toothpaste, we show that the information effect actually explains 31% of the sales drop in CLK's field study. Therefore, ignoring the information effect may overestimate the salience effect by a large degree
UR  - https://doi.org/10.1080/13504851.2012.718050
ER  -