Personalized pricing

개인별 가격

When prices vary by customer signals, examine fairness and explanation.

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html
<div class="personal"><div class="signal"><span>LOCATION + BROWSING SIGNAL</span><button id="sig">OFF</button></div><div class="people"><div>SHOPPER A<strong id="a">$50</strong></div><div>SHOPPER B<strong id="b">$50</strong></div></div><p id="warn">SAME ITEM · SAME PRICE</p></div>
css
.personal{width:min(90%,530px);font:900 clamp(10px,max(2vmin,1vw),14px)/1.2 sans-serif}.signal{display:flex;align-items:center;justify-content:space-between;gap:8px;background:var(--fg);color:var(--bg);padding:clamp(8px,2vmin,14px)}button{border:0;background:var(--accent-2);color:#211b19;padding:6px 10px;font:inherit;cursor:pointer}.people{display:flex;gap:8px;margin-top:10px}.people>div{flex:1;border:2px solid var(--line);background:var(--surface);padding:clamp(10px,3vmin,20px);text-align:center}.people strong{display:block;font-size:clamp(29px,8vmin,59px);letter-spacing:-.06em;margin-top:8px}.people>div+div strong{color:var(--accent)}p{text-align:center;margin:10px 0 0;padding:7px;background:var(--accent-2);color:#211b19}@media(min-width:700px){body>:first-child{transform:scale(1.25);transform-origin:center}}
js
let on=false;function draw(){document.querySelector('#sig').textContent=on?'ON':'OFF';document.querySelector('#b').textContent=on?'$58':'$50';document.querySelector('#warn').textContent=on?'SAME ITEM · PRICE DIFFERENCE +$8':'SAME ITEM · SAME PRICE'}document.querySelector('#sig').onclick=()=>{on=!on;draw()};setTimeout(()=>{on=true;draw()},650);setTimeout(()=>{on=false;draw()},2600);

Personalized pricing presents different prices using customer information or predictions. Without knowing which signals were used and why, customers cannot readily assess the difference.

Turn on a signal in the fictional demo: two shoppers see different prices for the same item and a warning appears. It illustrates a data path, not a real company's conduct.

The FTC's 2025 inquiry examined the range of personal data that could inform individualized prices. Review privacy, discrimination and trust before any real use.

When to use

When considering personalized prices, document inputs and rationale and seek legal and policy review.

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