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Mapping the Ethicality of Algorithmic Pricing: A Review of Dynamic and Personalized Pricing

Additional information

Authors
Seele P., Dierksmeier C., Hofstetter R., Schultz M. D.
Type
Journal Article
Year
2019
Language
English
Abstract
Firms increasingly deploy algorithmic pricing approaches to determine what to charge for their goods and services. Algorithmic pricing can discriminate prices both dynamically over time and personally depending on individual consumer information. Although legal, the ethicality of such approaches needs to be examined as often they trigger moral concerns and sometimes outrage. In this research paper, we provide an overview and discussion of the ethical challenges germane to algorithmic pricing. As a basis for our discussion, we perform a systematic interpretative review of 315 related articles on dynamic and personalized pricing as well as pricing algorithms in general. We then use this review to define the term algorithmic pricing and map its key elements at the micro-, meso-, and macro levels from a business and marketing ethics perspective. Thus, we can identify morally ambivalent topics that call for deeper exploration by future research.
Journal
Journal of Business Ethics
Month
December
Start page number
1
End page number
23
Keywords
Ethical Pricing, Algorithmic Pricing, Dynamic Pricing, Personalized Pricing, Discrimination