We've all seen it:
We're browsing through the products comparing prices trying to find the best deal when we run into one of these advertisements. "Price too low to show" normally followed with "add to cart to view price" or sometimes worse...
This forces the user to break from their work flow to find out the price of this item, it requires them to do an undesired action (adding to cart when they don't really want to buy it), and potentially adds more clicks by having the user remove from cart and navigate back to where they were.
I am not asking why retailers do this, as I found out they are legally obligated to not display a price if it falls below the Minimum Advertised Price (MAP).
I was instead wondering:
A. How do users perceive this advertisement?
Do they become annoyed that they are forced to take the lengthy annoying process I described above? Or are they so excited about this mysteriously low price that they are willing to take the few extra steps?
If they are happy with taking the few extra steps but then find out the price really isn't that low do they then become exasperated or do they think it was still worth the endeavor?
B. How can this process be improved?
Does the phrasing "Price too low to show!" incite enough excitement to warrant showing, or is it too distracting and would be better replaced with a simple "Add to cart to view price"? I for one find "Price too low to show!" to be gimmicky and almost shady.
Is there any way (without digging too much into the legal aspect) to avoid the lengthy add to cart, view price, remove from cart, navigate back process? Have you seen this handled elsewhere more effectively?