Online businesses collect a wealth of data on customers, often without properly informing them. Increasingly, these data can be used for behavioral price discrimination. In this two-study article, we explore how consumers would respond if businesses were compelled to disclose their use of discriminatory behavioral pricing techniques. Using different disclosure frames, we examine the effects of disclosure on purchase intention and purchase probability. The findings indicate that specific disclosure frames affect purchase intentions. Furthermore, we find that a disclosure frame that is more in line with a consumer’s self-interest increases purchase intention. Specifically, the frame indirectly influences intention to purchase through its effect on the perception that the use of behavioral pricing information serves self-interest. In this way, our study draws attention to a potentially unanticipated effect of regulatory intervention. Implications for future research and legal policy are discussed, focused on the need to design and empirically test the effectiveness of disclosures online.

中文翻译：

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消费者当心：在线个性化定价行动！强制性歧视性价格披露的框架如何影响购买意愿

在线业务通常会在没有适当通知的情况下收集有关客户的大量数据。这些数据越来越多地可以用于行为价格歧视。在这篇为期两个研究的文章中，我们探讨了如果企业被迫披露歧视性行为定价技术的使用，消费者将如何应对。使用不同的披露框架，我们研究了披露对购买意愿和购买可能性的影响。调查结果表明特定的披露框架会影响购买意愿。此外，我们发现更符合消费者自身利益的披露框架会增加购买意愿。具体而言，框架通过其对行为定价信息的使用符合自身利益的感知的影响而间接影响购买意愿。通过这种方式，我们的研究引起了人们对监管干预的潜在意想不到的影响的关注。讨论了对未来研究和法律政策的影响，重点在于设计和凭经验测试在线披露有效性的需求。