Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/289173 
Year of Publication: 
2020
Citation: 
[Journal:] Journal of Revenue and Pricing Management [ISSN:] 1477-657X [Volume:] 19 [Issue:] 2 [Publisher:] Palgrave Macmillan UK [Place:] London [Year:] 2020 [Pages:] 99-112
Publisher: 
Palgrave Macmillan UK, London
Abstract: 
Personalized dynamic pricing (PDP) involves dynamically setting individual-consumer prices for the same product or service according to consumer-identifying information. Despite its profitability, this pricing provokes strong negative fairness perceptions, explaining why managers are reluctant to implement it. This research provides important insights into the effect of two PDP dimensions (price individualization level and segmentation base) on fairness perceptions and the moderating role of privacy concerns. The results of two experimental studies indicate that consumers perceive individual prices as less fair than segment prices. They also evaluate location-based pricing as less fair than purchase history-based pricing. Consumer privacy concerns moderate these effects.
Subjects: 
Personalized pricing
Fairness perceptions
Privacy concerns
Dynamic pricing
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version

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