Computer programs look at supply, demand and competitor pricing, and then adjust the price in real time. Price fluctuations as a result of algorithms have been found to increase feelings of customer betrayal:
Price fluctuations as a result of algorithms have been found to increase feelings of customer betrayal.
"A key thing about the algorithm is that given different inputs, like, say, time of day or weather or how many customers might be showing up, it might decide on a different price," said Harvard economics professor Alexander MacKay.
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