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Executive Summary Dividing one all-inclusive price into price components is often assumed to have favorable effects for firms. However, a large number of price components renders pricing schemes complex. This price complexity is difficult to handle for customers. There is need to investigate how customers react to price complexity that arises from different pricing schemes. Price complexity has a negative effect on customers' perceived price fairness and attitudes towards the offer.doi:10.24451/arbor.14390 fatcat:unpnbjw3wnbctihj2rej7a4vwi