Sundar Bharadwaj
Sundar Bharadwaj

Online retail giant Amazon has begun to do away with list prices on many of its products, according to NPR’s Marketplace.

List prices are higher price tags that are often struck through or marked down to the real price, making consumers feel like they’re getting a deal. But list prices aren’t always real prices.

If consumers feel like they're getting tricked, they also might tweet about it or post it on a Facebook page said Sundar Bharadwaj, the Coca-Cola Company Chair of Marketing at the Terry College.

“So, the consumers have a microphone now, it’s not like in the past," he said. "And that might lead to bad PR for the firms.”

The full article is available online.