Will personalized pricing only lead to more discounting? | RetailWire

A study from Baylor University concludes the mere presence of a personalized pricing program may encourage some consumers to expect discounts all the time.

The study, published in the Journal of Consumer Behavior, defined personalized pricing, or customized pricing, as “basing prices on individual consumers’ unique purchase patterns, rather than more typical bases for changing prices, including known customer group, time and retailer differences.”

Based on a survey of more than 700 adults, the study looked specifically at how consumers’ “interpersonal attachment styles” impact their responses to customized pricing.

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Will personalized pricing only lead to more discounting? – RetailWire.