Wright State marketing faculty member John Dinsmore quoted in ‘Marketplace’ story on restaurant pricing

John Dinsmore, professor of marketing in Wright State’s Raj Soin College of Business.

John Dinsmore, Ph.D., professor of marketing at Wright State University, was featured in an article about restaurant pricing in American Public Media’s “Marketplace.”

Consumers may put more trust in restaurants with very specific prices, Dinsmore told “Marketplace.”

Whether an item costs $10, $10.28 or $10.99,  a customer will likely find it acceptable as long as it’s within the price range they would expect to pay. Where pricing can go wrong is if restaurants “violate a sense of price fairness,” Dinsmore said.

“Consumers are very fair-minded. They understand that businesses have to make money,” he added.

Read the article, “$10.24 for a burrito? Here’s why some restaurants don’t round up,” at marketplace.org.