Unfair But Also Unbiased: How Consumer Acceptance of Price-Setting Algorithms Depends on the Basis of Price Discrimination

We examine how the use of price-setting algorithms affects consumers’ fairness perceptions and choices. Consumers generally believe algorithms (vs. humans) are less fair and are less likely to purchase when they are used, but this depends on the basis for price discrimination, and in some cases (e.g., demographic-based) reverses.



Citation:

Nofar Duani, Alixandra Barasch, and Vicki G. Morwitz (2019) ,"Unfair But Also Unbiased: How Consumer Acceptance of Price-Setting Algorithms Depends on the Basis of Price Discrimination", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 78-81.

Authors

Nofar Duani, New York University, USA
Alixandra Barasch, New York University, USA
Vicki G. Morwitz, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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