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).

The study will use lab experiments to explore how disclosure of this practice affects consumers’ awareness and decision making. Participants will engage in simulated online purchase tasks. The experiments will be performed both in Dublin and in international locations, in order to verify the cross-cultural validity of our findings. Results will be available late in 2019.

Our findings will contribute to the OECD’s evidence base on this topic and inform the design of international best practice regarding disclosure statements.