IDEAS home Printed from https://ideas.repec.org/a/pal/jorapm/v19y2020i2d10.1057_s41272-019-00225-2.html
   My bibliography  Save this article

Ethical and legal considerations of artificial intelligence and algorithmic decision-making in personalized pricing

Author

Listed:
  • Joshua A. Gerlick

    (Case Western Reserve University)

  • Stephan M. Liozu

    (Case Western Reserve University)

Abstract

The extent to which pricing executives consider consumer perceptions of deception, fairness, and social justice is positioned within an emerging area of research that triangulates the dynamic between legal constraints, ethical considerations, and algorithmic models to make pricing decisions. This paper builds a conceptual model from an analysis of literature describing how companies couple organizational and technology factors into the price-setting process. The legal frameworks of antitrust, data privacy, and antidiscrimination are tethered to the ethical frameworks of deception, fairness, and social justice to form a foundation of relevant organizational factors. A qualitative study is proposed to test the validity of the conceptual model. The primary contribution of this paper is to catalyze practitioner discussion and spur empirical research into the implications of personalized pricing using algorithmic models.

Suggested Citation

  • Joshua A. Gerlick & Stephan M. Liozu, 2020. "Ethical and legal considerations of artificial intelligence and algorithmic decision-making in personalized pricing," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 19(2), pages 85-98, April.
    • Handle: RePEc:pal:jorapm:v:19:y:2020:i:2:d:10.1057_s41272-019-00225-2
    DOI: 10.1057/s41272-019-00225-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41272-019-00225-2
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41272-019-00225-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Yanzhe (Murray) Lei & Stefanus Jasin & Amitabh Sinha, 2018. "Joint Dynamic Pricing and Order Fulfillment for E-commerce Retailers," Manufacturing & Service Operations Management, INFORMS, vol. 20(2), pages 269-284, May.
    2. Frederik Zuiderveen Borgesius & Joost Poort, 2017. "Erratum to: Online Price Discrimination and EU Data Privacy Law," Journal of Consumer Policy, Springer, vol. 40(4), pages 521-521, December.
    3. Hagit Bulmash, 2012. "An Empirical Analysis Of Secondary Line Price Discrimination Motivations," Journal of Competition Law and Economics, Oxford University Press, vol. 8(2), pages 361-397.
    4. Briesch, Richard A, et al, 1997. "A Comparative Analysis of Reference Price Models," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 202-214, September.
    5. Alessandro Acquisti & Hal R. Varian, 2005. "Conditioning Prices on Purchase History," Marketing Science, INFORMS, vol. 24(3), pages 367-381, May.
    6. Sasha Romanosky & Rahul Telang & Alessandro Acquisti, 2011. "Do data breach disclosure laws reduce identity theft?," Journal of Policy Analysis and Management, John Wiley & Sons, Ltd., vol. 30(2), pages 256-286, March.
    7. Richards, Timothy J. & Liaukonyte, Jura & Streletskaya, Nadia A., 2016. "Personalized pricing and price fairness," International Journal of Industrial Organization, Elsevier, vol. 44(C), pages 138-153.
    8. Peter M. Noble & Thomas S. Gruca, 1999. "Industrial Pricing: Theory and Managerial Practice," Marketing Science, INFORMS, vol. 18(3), pages 435-454.
    9. Kahneman, Daniel & Knetsch, Jack L & Thaler, Richard, 1986. "Fairness as a Constraint on Profit Seeking: Entitlements in the Market," American Economic Review, American Economic Association, vol. 76(4), pages 728-741, September.
    10. Alessandro Acquisti & Curtis Taylor & Liad Wagman, 2016. "The Economics of Privacy," Journal of Economic Literature, American Economic Association, vol. 54(2), pages 442-492, June.
    11. Bolton, Lisa E & Warlop, Luk & Alba, Joseph W, 2003. "Consumer Perceptions of Price (Un)Fairness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 474-491, March.
    12. Katja Brunk, 2012. "Un/ethical Company and Brand Perceptions: Conceptualising and Operationalising Consumer Meanings," Journal of Business Ethics, Springer, vol. 111(4), pages 551-565, December.
    13. Alessandro Acquisti & Leslie K. John & George Loewenstein, 2013. "What Is Privacy Worth?," The Journal of Legal Studies, University of Chicago Press, vol. 42(2), pages 249-274.
    14. Hayek, F. A., 2011. "The Constitution of Liberty," University of Chicago Press Economics Books, University of Chicago Press, number 9780226315379 edited by Hamowy, Ronald, September.
    15. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    16. Shantanu Dutta & Mark J. Zbaracki & Mark Bergen, 2003. "Pricing process as a capability: a resource‐based perspective," Strategic Management Journal, Wiley Blackwell, vol. 24(7), pages 615-630, July.
    17. Richards, Timothy & Liaukonyte, Jura & Nadia, Streletskya, 2016. "Personalized Pricing and Price Fairness," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235809, Agricultural and Applied Economics Association.
    18. Frederik Zuiderveen Borgesius & Joost Poort, 2017. "Online Price Discrimination and EU Data Privacy Law," Journal of Consumer Policy, Springer, vol. 40(3), pages 347-366, September.
    19. Muel Kaptein, 2017. "The Battle for Business Ethics: A Struggle Theory," Journal of Business Ethics, Springer, vol. 144(2), pages 343-361, August.
    20. Roger D. Blair & Christina DePasquale, 2014. ""Antitrust's Least Glorious Hour": The Robinson-Patman Act," Journal of Law and Economics, University of Chicago Press, vol. 57(S3), pages 201-215.
    21. Emilio Calvano & Giacomo Calzolari & Vincenzo Denicolò & Sergio Pastorello, 2019. "Algorithmic Pricing What Implications for Competition Policy?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 55(1), pages 155-171, August.
    22. Chen, Yuxin & Zhang, Z. John, 2009. "Dynamic targeted pricing with strategic consumers," International Journal of Industrial Organization, Elsevier, vol. 27(1), pages 43-50, January.
    23. Peter M. Noble & Thomas S. Gruca, 1999. "Response to the Comments on “Industrial Pricing: Theory and Managerial Practice”," Marketing Science, INFORMS, vol. 18(3), pages 458-459.
    24. Jacobson, Robert & Obermiller, Carl, 1990. "The Formation of Expected Future Price: A Reference Price for Forward-Looking Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(4), pages 420-432, March.
    25. Anindya Ghose & Ke‐Wei Huang, 2009. "Personalized Pricing and Quality Customization," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 18(4), pages 1095-1135, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Maxime C. Cohen & Adam N. Elmachtoub & Xiao Lei, 2022. "Price Discrimination with Fairness Constraints," Management Science, INFORMS, vol. 68(12), pages 8536-8552, December.
    2. Tomczyk, Arkadiusz T. & Buhalis, Dimitrios & Fan, Daisy X.F. & Williams, Nigel L., 2022. "Price-personalization: Customer typology based on hospitality business," Journal of Business Research, Elsevier, vol. 147(C), pages 462-476.
    3. George Lăzăroiu & Luminița Ionescu & Cristian Uță & Iulian Hurloiu & Mihai Andronie & Irina Dijmărescu, 2020. "Environmentally Responsible Behavior and Sustainability Policy Adoption in Green Public Procurement," Sustainability, MDPI, vol. 12(5), pages 1-12, March.
    4. Violeta Sima & Ileana Georgiana Gheorghe & Jonel Subić & Dumitru Nancu, 2020. "Influences of the Industry 4.0 Revolution on the Human Capital Development and Consumer Behavior: A Systematic Review," Sustainability, MDPI, vol. 12(10), pages 1-28, May.
    5. Nunan, Daniel & Di Domenico, MariaLaura, 2022. "Value creation in an algorithmic world: Towards an ethics of dynamic pricing," Journal of Business Research, Elsevier, vol. 150(C), pages 451-460.
    6. Renzhe Xu & Xingxuan Zhang & Peng Cui & Bo Li & Zheyan Shen & Jiazheng Xu, 2022. "Regulatory Instruments for Fair Personalized Pricing," Papers 2202.04245, arXiv.org, revised Feb 2022.
    7. Ionut Anica-Popa & Liana Anica-Popa & Cristina Radulescu & Marinela Vrincianu, 2021. "The Integration of Artificial Intelligence in Retail: Benefits, Challenges and a Dedicated Conceptual Framework," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(56), pages 120-120, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hufnagel, Gerrit & Schwaiger, Manfred & Weritz, Louisa, 2022. "Seeking the perfect price: Consumer responses to personalized price discrimination in e-commerce," Journal of Business Research, Elsevier, vol. 143(C), pages 346-365.
    2. Peter Seele & Claus Dierksmeier & Reto Hofstetter & Mario D. Schultz, 2021. "Mapping the Ethicality of Algorithmic Pricing: A Review of Dynamic and Personalized Pricing," Journal of Business Ethics, Springer, vol. 170(4), pages 697-719, May.
    3. Kalyanaram, Gurumurthy & Winer, Russell S., 2022. "Behavioral response to price: Data-based insights and future research for retailing," Journal of Retailing, Elsevier, vol. 98(1), pages 46-70.
    4. Chongwoo Choe & Stephen King & Noriaki Matsushima, 2018. "Pricing with Cookies: Behavior-Based Price Discrimination and Spatial Competition," Management Science, INFORMS, vol. 64(12), pages 5669-5687, December.
    5. Nunan, Daniel & Di Domenico, MariaLaura, 2022. "Value creation in an algorithmic world: Towards an ethics of dynamic pricing," Journal of Business Research, Elsevier, vol. 150(C), pages 451-460.
    6. Pade, Robin & Feurer, Sven, 2022. "The mitigating role of nostalgia for consumer price unfairness perceptions in response to disadvantageous personalized pricing," Journal of Business Research, Elsevier, vol. 145(C), pages 277-287.
    7. Anna Priester & Thomas Robbert & Stefan Roth, 2020. "A special price just for you: effects of personalized dynamic pricing on consumer fairness perceptions," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 19(2), pages 99-112, April.
    8. Jean-Pierre I. Rest & Alan M. Sears & Li Miao & Lorna Wang, 2020. "A note on the future of personalized pricing: cause for concern," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 19(2), pages 113-118, April.
    9. Cruijssen, F. & Borm, P.E.M. & Fleuren, H.A. & Hamers, H.J.M., 2005. "Insinking : A Methodology to Exploit Synergy in Transportation," Other publications TiSEM 958be918-e7b4-4e46-9cbe-d, Tilburg University, School of Economics and Management.
    10. Cruijssen, Frans & Borm, Peter & Fleuren, Hein & Hamers, Herbert, 2010. "Supplier-initiated outsourcing: A methodology to exploit synergy in transportation," European Journal of Operational Research, Elsevier, vol. 207(2), pages 763-774, December.
    11. Haucap, Justus, 2018. "Big Data aus wettbewerbs- und ordnungspolitischer Perspektive," DICE Ordnungspolitische Perspektiven 96, Heinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
    12. Haucap, Justus & Heimeshoff, Ulrich, 2017. "Ordnungspolitik in der digitalen Welt," DICE Ordnungspolitische Perspektiven 90, Heinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
    13. Alessandro Acquisti, 2023. "The Economics of Privacy at a Crossroads," NBER Chapters, in: The Economics of Privacy, National Bureau of Economic Research, Inc.
    14. Long Chen & Yadong Huang & Shumiao Ouyang & Wei Xiong, 2021. "The Data Privacy Paradox and Digital Demand," Working Papers 2021-47, Princeton University. Economics Department..
    15. Lagerlöf, Johan N.M., 2023. "Surfing incognito: Welfare effects of anonymous shopping," International Journal of Industrial Organization, Elsevier, vol. 87(C).
    16. Mao, Zhixin & Duan, Yongrui & Liu, Wenxia, 2023. "Consumers’ choice of private label considering reference price and moderating effect," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    17. Ham, Sung H. & He, Chuan & Zhang, Dan, 2022. "The promise and peril of dynamic targeted pricing," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1150-1165.
    18. Sojin Jung & Hyeon Jeong Cho & Byoungho Ellie Jin, 2020. "Does effective cost transparency increase price fairness? An analysis of apparel brand strategies," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 495-507, September.
    19. Cruijssen, F., 2006. "Horizontal cooperation in transport and logistics," Other publications TiSEM ab6dbe68-aebc-4b03-8eea-d, Tilburg University, School of Economics and Management.
    20. Kuester, Sabine & Feurer, Sven & Schuhmacher, Monika C. & Reinartz, Dominik, 2015. "Comparing the incomparable? How consumers judge the price fairness of new products," International Journal of Research in Marketing, Elsevier, vol. 32(3), pages 272-283.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jorapm:v:19:y:2020:i:2:d:10.1057_s41272-019-00225-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.