Does everyone have a price?

Online shops can offer each customer a different price. Such personalised pricing can lead to advanced forms of price discrimination based on individual characteristics of consumers. With new technologies, such as data science, online price discrimination can become more prevalent. We analyse results from two consumer surveys conducted in the Netherlands, among a representative sample of the Dutch population (N=1222 and N=1202). A vast majority finds online price discrimination unfair and unacceptable, and thinks it should be banned. We analyse consumer attitudes towards different examples of price discrimination and dynamic pricing to gain a better understanding of the underlying drivers.