Surcharges. those annoying fees like shipping and handling, have been around since the advent of catalogs and remain in the days of the Internet. Everyone hates them but how many of us base our purchasing decision on these bothersome fees?
Quite a lot, it seems. And not just on Ebay, where sellers make a habit of tacking on outrageous handling charges, but in all aspects of commerce. Basically, the less trustworthy the seller, the more inclined a buyer will balk at surcharges.
The new research published in The Journal of Consumer Research was conducted by Amar Cheema, Ph.D., assistant professor of marketing at Washington University in St. Louis, and he suggests that consumers pay more attention to surcharges overall than previously thought.