Economics

Are you “Willing” to Pay More?

Companies can exploit personal data to alter prices for individual customers

Photo by Igal Ness on Unsplash

Recently, I was in New York for a layover and had booked a moderate hotel for the evening. Upon check-in, the concierge explained that there would be a resort fee. I looked around the cubicle-sized lobby for the palm trees and pool. Then I…