This topic weighs the importance between the trust of customers and effectiveness of the pricing strategy. Allow Dynamic Pricing
Online merchants should be allowed to use dynamic pricing based on consumers’ …show more content…
On another study on shopper’s perception of price discrimination shows that shoppers who were at a disadvantaged from a price discriminated shopping experience based on “discrimination based on attributes that go against social norms” such as residency, occupation (or income), etc. rated a high level of perceived unfairness and negative emotions towards the pricing inequality. Adversely, those who were at an advantage rated lower, but relatively high on the study’s scale (Wu, Liu, Chen, & Wang, 2012). The same study showed in the results of shoppers surveyed on store choice implies that disadvantaged shoppers would have preferred a store with uniform prices (Wu, Liu, Chen, & Wang,