Healthcare costs continue to rise considerably in the United States; one proposed solution is to give consumers more choices regarding their healthcare decisions. Recent legislation has the aim of making healthcare pricing more transparent and providing consumers with an increased understanding of costs. This article offers a research agenda for studying healthcare price transparency and provides an overview of several potential implications for consumers. The authors review the recent legislation and its intended impact on consumer shopping in the healthcare market. Research propositions are focused on healthcare as a unique decision context, the power and peril of price information, the emerging healthcare information market, and individual differences in consumers. The authors also illustrate some of these issues with a price transparency dataset. Opportunities for future research and implications for marketing, healthcare providers, and policymakers are offered.

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检查医疗保健定价的立法和趋势：消费者福祉的研究议程

美国的医疗费用继续大幅上涨；提出的一种解决方案是为消费者提供更多有关医疗保健决策的选择。最近的立法旨在使医疗保健定价更加透明，并让消费者更好地了解成本。本文提供了研究医疗保健价格透明度的研究议程，并概述了对消费者的几个潜在影响。作者回顾了最近的立法及其对医疗保健市场消费者购物的预期影响。研究命题集中于作为独特决策背景的医疗保健、价格信息的力量和危险、新兴的医疗保健信息市场以及消费者的个体差异。作者还用价格透明度数据集说明了其中一些问题。提供了未来研究的机会以及对营销、医疗保健提供者和政策制定者的影响。