This article explores consumer perceptions of different grounds by which online prices can be personalised. We conducted a survey among Dutch consumers (n = 727) presenting them with 25 segmentation bases, drawing from legally permissible and legally prohibited grounds. We then ranked these...

Online price discrimination (OPD) or personalized pricing has triggered many debates in the existing literature, due to its potential adverse effects on (trust in) markets and certain consumer groups. The implicit assumption underpinning these debates is the actual use of OPD in practice,...