When it comes to the price of financial services such as loans, mortgages, and insurance, the perception of what is “fair” has a lot to do with how wealthy you are. In the study “Seeing Like a Company or a Customer: Selective Empathy in Pricing,” appearing in American Sociological Review, authors Barbara Kiviat (Columbia University) and Carly R. Knight (New York University) examine how Americans evaluate the fairness of risk-based pricing—where consumers who are predicted to be high-risk/costly are charged more.
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