Episode 6.3 – Why Prices Change Online

Why do prices often end in ninety-nine, and why do online prices sometimes change from one day to the next? In this episode, Dr. Derek, Emily Carter, and Tom Kessler explore psychological pricing, dynamic pricing, and digital pricing. Through examples from convenience stores, fuel prices, subscriptions, online shopping, rideshare apps, hotels, and digital platforms, listeners learn how pricing affects customer perception, demand, fairness, and trust. The episode also examines how AI and algorithms are changing pricing decisions—and why marketers must balance optimization with transparency, ethics, and long-term customer relationships.