Professor Santana’s research is divided into two main areas. The first is on the behavioral aspects of pricing, or how consumers think about, feel, and behave in response to various pricing formats they encounter in the marketplace. Her current work in this area is focused on how individual differences and contextual factors combine to influence how much consumers pay for items when they can pay any price they want. In a second project, she shows how the practice of drip pricing—or revealing hidden add-on fees as a consumer progresses through the purchasing process—affects consumer demand in both the short-term and the long term.