Effects of price frames on consumer decision making

The Solicitors Regulation Authority (SRA) commissioned Economic Insight to undertake an ambitious programme of research on price transparency in the legal services market.

Our research for the SRA involved both an online survey of 1,001 recent purchasers of conveyancing services, as well as a randomised controlled trial which presented a series of model legal service websites to 4,001 consumers.  

We found that consumers find it difficult to make good price-related decisions and that the way in which the pricing information is presented affects the quality of the decisions.