“…In this study, we focus on the two major types of algorithmic pricing, that is, dynamic and personalized pricing. The two pricing types are characterized and interpreted differently within scientific communities, as they stand at the frontier of and overlap with several research fields, predominantly Marketing, Operations Research/Management Science, Economics, Law and Computer science and not least Business and Marketing Ethics (Angel and McCabe 2018;Bar-Gill 2019;Cosguner et al 2018;den Boer 2015;Elmaghraby and Keskinocak 2003;Gal 2019; 1 "For a definition of care ethics, see https ://www.iep.utm.edu/careeth/" and additionally Gössling and van Liedekerke (2014); in recent years, care ethics has developed beyond its context of origin in feminist ethics so as to encompass the specificities brought on by starkly asymmetrical situations (helping/helpless person; adult/child; healthy/ incapacitated subject, etc. ); a good intro into and survey of the field is given by: Held, Virginia.…”