Who Prices the Beef? When to Use AI vs. Employee Dynamic Pricing Sources

Authors

Begum Kaplan, Lynn UniversityFollow

Document Type

Conference Session

Publication Date

10-11-2025

Abstract

Consumers perceive dynamic pricing as unfair, but AI-driven pricing may improve acceptance. Across one field study and three experiments, AI-driven pricing increase purchase intentions, but this effect weakens with higher religiosity. In pricing errors, undercharges show no difference, while humans are more easily forgiven than AI for overcharges.

Host

Grand Hyatt Washington D.C.

Conference/Symposium

Association for Consumer Research (ACR) Conference

City/State

Washington, DC

Department

College of Business and Management

Comments

Theme: Buying and Beyond

Recommended Citation

Kaplan, B. (2025, October 9-11). Who prices the beef? When to use AI vs. employee dynamic pricing sources [Conference session]. Association for Consumer Research (ACR) Conference, Washington, DC, United States.