Sandro Shelegia

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More and more consumers are engaging in showrooming, the practice of visiting brick-and-mortar retail stores to research a product before buying it elsewhere at a lower price. (Shutterstock)

New research reveals how a single consumer group has the power to influence product pricing

Heski Bar-Isaac, University of Toronto and Sandro Shelegia, Universitat Pompeu Fabra

Retail stores change the prices of their products based on the shopping habits of consumers. But consumers come in a variety of types, and not all of them influence prices equally.

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