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In addition to customized products and services, personal data also enables personalized pricing. However, consumers are often unwilling to accept being price discriminated for fear that they would end up paying more for the same product or service. This article demonstrates that by rewarding consumers for disclosing personal information it is possible to achieve a situation where first-degree price discrimination is mutually advantageous and both buyers and sellers gain by adopting such a pricing model. The conditions required for this to happen are investigated and the impact on social welfare is discussed. Finally, the article considers the robustness of this model when consumers adopt an opportunistic behavior which consists in manipulating personal data in order to masquerade as a consumer with a lower willingness to pay.
Rayna et al. (Thu,) studied this question.