We examine the role of price transparency in consumer preferences and demand. We assemble a detailed dataset on the driving school industry in Portugal to quantify how firms present the price of the course of instruction, and its individual components, to potential students. Our unique data allows us to estimate a structural model of school choice and measure the impact of varying levels of price information on demand. The results show that consumers are willing to pay a significant amount for price transparency, on average 11% of the service price, and that consumer demographics drive heterogeneous preferences for transparency.

中文翻译：

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消费者是否重视价格透明度？

我们研究了价格透明度在消费者偏好和需求中的作用。我们收集了有关葡萄牙驾驶学校行业的详细数据集，以量化企业如何向潜在学生展示教学课程的价格及其各个组成部分。我们独特的数据使我们能够估计学校选择的结构模型，并衡量不同价格信息对需求的影响。结果表明，消费者愿意为价格透明性支付大量费用，平均为服务价格的11％，并且消费者的人口统计数据显示出对透明性的不同偏好。