“…Second, our results show that price promotions have attention effects that can backfire from the promoter's perspective, thereby adding evidence to literatures on the psychology of incentives (Gneezy and Rustichini (), Kamenica ()) and price changes (Hastings and Shapiro ()) that have not yet focused much on shrouded prices. Our results are consistent with findings from other domains suggesting that consumers respond differently to base prices and add‐on prices (Chetty, Looney, and Kroft (), Brown, Hossain, and Morgan (), Anagol and Kim ()) . Lastly, our results are consistent with predictions from “transaction utility” models in which perceptions of fairness, not merely absolute value of a product or service, influence willingness‐to‐pay (e.g., see Thaler ()).…”