Who Prices the Beef? When to Use AI vs. Employee Dynamic Pricing Sources

Begum Kaplan

Who Prices the Beef? When to Use AI vs. Employee Dynamic Pricing Sources

Begum Kaplan

Marketing

Research output: Contribution to conference › Conference session

Abstract

Consumers perceive dynamic pricing as unfair, but AI-driven pricing may improve acceptance. Across one field study and three experiments, AI-driven pricing increase purchase intentions, but this effect weakens with higher religiosity. In pricing errors, undercharges show no difference, while humans are more easily forgiven than AI for overcharges.

Original language	American English
State	Published - Oct 11 2025
Event	Association for Consumer Research (ACR) Conference: Buying and Beyond - Grand Hyatt Washington D.C., Washington, United States Duration: Oct 9 2025 → Oct 11 2025

Conference

Conference	Association for Consumer Research (ACR) Conference
Abbreviated title	ACR
Country/Territory	United States
City	Washington
Period	10/9/25 → 10/11/25

Organization custom fields

International conference presentation/presentation abroad

Access to Document

http://spiral.lynn.edu/facpubs/2298

Cite this

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title = "Who Prices the Beef? When to Use AI vs. Employee Dynamic Pricing Sources",

abstract = "Consumers perceive dynamic pricing as unfair, but AI-driven pricing may improve acceptance. Across one field study and three experiments, AI-driven pricing increase purchase intentions, but this effect weakens with higher religiosity. In pricing errors, undercharges show no difference, while humans are more easily forgiven than AI for overcharges.",

author = "Begum Kaplan",

year = "2025",

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day = "11",

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note = "Association for Consumer Research (ACR) Conference : Buying and Beyond, ACR ; Conference date: 09-10-2025 Through 11-10-2025",

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T1 - Who Prices the Beef? When to Use AI vs. Employee Dynamic Pricing Sources

AU - Kaplan, Begum

PY - 2025/10/11

Y1 - 2025/10/11

N2 - Consumers perceive dynamic pricing as unfair, but AI-driven pricing may improve acceptance. Across one field study and three experiments, AI-driven pricing increase purchase intentions, but this effect weakens with higher religiosity. In pricing errors, undercharges show no difference, while humans are more easily forgiven than AI for overcharges.

AB - Consumers perceive dynamic pricing as unfair, but AI-driven pricing may improve acceptance. Across one field study and three experiments, AI-driven pricing increase purchase intentions, but this effect weakens with higher religiosity. In pricing errors, undercharges show no difference, while humans are more easily forgiven than AI for overcharges.

M3 - Conference session

T2 - Association for Consumer Research (ACR) Conference

Y2 - 9 October 2025 through 11 October 2025

ER -