Arnd Vomberg, Associate Professor of Marketing at HEC Paris, and his colleagues have spent years studying how consumers respond when prices shift without notice. Their findings, published in the International Journal of Research in Marketing, are directly relevant to every brand competing for attention in an algorithmically priced marketplace. He joins the show to discuss price fairness theory, the habituation effect, and why a guarantee that almost no one redeems can still shift consumer behavior. If dynamic pricing is already in your category, or it's coming, this conversation is where to start.