Price and the person: markets, discrimination, and personhood. Issue 6 (2nd November 2018)

• Record Type: Journal Article
• Authors: Moor, Liz; Lury, Celia
• Is Part Of: Journal of cultural economy. Volume 11:Issue 6(2018)
• Page Start: 501
• Page End: 513
• Publication Date: 2018-11-02
• Subjects: Price -- pricing -- personhood -- data -- marketing -- transcontextual; Economics -- Sociological aspects -- Periodicals; Ethnology -- Periodicals; 306.3
• DOI: 10.1080/17530350.2018.1481878
• Languages: English
• ISSNs: 1753-0350

Abstract

ABSTRACT: This paper explores how pricing has historically been involved in the making up of persons and how the ability to 'personalize' price is reconfiguring the ability of markets to discriminate. We discuss a variety of contemporary pricing practices, and three types of personhood they produce: generic, protected, and transcontextual. While some contemporary developments in pricing draw on understandings of the person that are quite familiar, others are novel and likely to be contested. We argue that many newer pricing techniques make it harder for consumers to identify themselves as part of a recognized group. We conclude that contemporary price personalization should be understood in terms of the intensification of individualization in combination with dividualization, and as such, contributes to novel and consequential forms of classification.