Disclosure about personalised pricing

Personalised pricing is the practice of using information about consumers (e.g. personal characteristics or search history) to charge them a “personalised” price, which may be higher or lower than the price other consumers pay. We are investigating the effects of disclosure about personalised pricing on consumer awareness of this practice and on their online behaviour. This research programme was commissioned by the Committee on Consumer Policy at the Organisation for Economic Co-operation and Development (OECD).

A lab experiment is underway in which participants engage in online purchase tasks. We are exploring how disclosure of personalised pricing affects consumers’ awareness and decision making. Results will be available late in 2019.

The findings will contribute to the OECD’s evidence base to inform international best practice regarding disclosure statements.