Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2019 Annual Conference

On the Ethics of Personalized Pricing: Habermasian Account of Transparency and Participation in Price Discrimination

Published: May 28, 2019


Melanie Clegg, University of Lucerne; Reto Hofstetter, University of Lucerne; Peter Seele, Università della Svizzera italiana


personalized pricing; discourse ethics; transparency


With the advent of new data protection regulations, firms need to obtain consent from customers about the collection of their data for the purpose of personalizing pricing. This complies with the Habermasian concept of discourse ethics and his claim for transparency. However, we argue that transparency is not beneficial for companies, if it uncovers business strategies that discriminate customers’ prices without providing the opportunity to participate, i.e., to influence the pricing procedure. We postulate that being transparent about such a pricing procedure fosters moral anger and decreases the likelihood to obtain customers’ consent for this strategy. Within four experiments we find a negative effect of transparency on consent likelihood mediated by a moral anger emotion (experiment 1) and identify boundaries of the negative transparency effect (experiment 2, 3 and 4). Our results support e-tailers’ interest in implementing online pricing tactics in ethically acceptable ways.