Should you pay an extra fee just for being a Californian? Pizza Hut thinks so

“It’s called ‘drip pricing,’” said Joseph K. Goodman, an associate professor of marketing at Ohio State University.

“Most consumers find this strategy unfair, as one might expect,” he told me. “They think they’re getting something at a price and then feel cheated. The brand basically broke its promise.”

Leave a Reply

Your email address will not be published. Required fields are marked *