Whether on retailers’ platforms or through third-party price tracking services, today’s consumers often have access to detailed information about changes in a product’s price over time. But how does this visibility influence your purchasing decisions? Through a series of studies, the authors found that buyers are more likely to buy now if they see a single large price decrease or a series of smaller price increases, because they will assume the price will rise if they wait. Conversely, they are more likely to delay purchasing if they see a large price increase or a series of smaller drops, because they will assume the price will drop. As such, they argue that sellers should consider this effect when pricing their products, while buyers should recognize and question this natural tendency (wait for price streaks to continue and large individual swings to reverse) before acting. consequently.