Buyers with a trade-in get a raw deal

http://www.eurekalert.org/pub_releases/2015-04/umso-bwa043015.php

Public Release: 30-Apr-2015
USC Marshall School of Business

If you're in the market for a new car, and especially if you have a trade-in, the latest research from the USC Marshall School of Business marketing department suggests you aren't getting the deal you think you are getting.

New research from USC Marshall School of Business associate professors of marketing Anthony Dukes and Sivaramakrishnan Siddarth shows that a consumer with a trade-in actually forks over more money to the dealer than consumers without a trade-in.

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