Dynamic Pricing Fairness Perceptions Survey

Welcome, and thank you for participating in this research study. This survey explores your perceptions of prices that change based on demand, time, or availability. It should take approximately 6–8 minutes to complete. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested in your honest opinions. All responses are confidential, will be anonymized, and reported only in aggregate for internal research purposes. By continuing, you indicate your consent to participate.

How familiar are you with surge or dynamic pricing (i.e., prices that change based on demand, time, or availability)?

Next, you will see several common situations involving dynamic pricing. Please rate how fair or unfair each one feels to you.

In an urgent situation, what is the maximum price increase you would accept for immediate availability?

• No increase — I would not pay more
• Up to 10% more
• 11–25% more
• 26–50% more
• 51–75% more
• 76–100% more (double the price)
• More than double the price

Please rank the following factors from most to least important in determining whether dynamic pricing feels fair to you.

1. Size of the price change
2. Transparency or explanation provided
3. Availability of a lower-cost alternative
4. Presence of a cap or maximum price
5. Whether workers are compensated more during surges
6. Availability of advance notice before purchase

Based on your responses throughout this survey, please share any additional thoughts about what makes dynamic pricing feel fair or unfair to you. Our AI moderator may ask a follow-up question to better understand your perspective.

Which of the following services have you used in the last 12 months? Select all that apply.

• Rideshare or taxi apps (e.g., Uber, Lyft)
• Food delivery apps (e.g., DoorDash, Uber Eats)
• Airline booking platforms
• Hotel booking platforms
• Event or sports ticketing platforms
• Online retail or e-commerce sites
• Utilities with time-of-use pricing
• None of the above

Thank you for completing this survey. Your responses have been recorded and will be used to improve our understanding of dynamic pricing perceptions. If you have any questions about this study, please contact the research team.

In the last 12 months, have you encountered prices that changed based on demand, time, or availability?

• Yes, in the last 12 months
• No, not in the last 12 months
• Not sure

A rideshare app doubles its prices during a heavy rainstorm at rush hour.

Which of the following would make dynamic or surge pricing more acceptable to you? Select all that apply.

• Clear advance notice before purchase
• A visible cap on the markup or multiplier
• Real-time explanation of the reason for the price change
• Higher pay for workers tied to surge periods
• Off-peak discounts to balance demand
• Loyalty members shielded or partially protected from surges
• An alternative fixed-price or slower option
• Ability to pre-book at a fixed price
• None of the above

What is your age?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65+
• Prefer not to say

Where did you most recently experience dynamic or surge pricing? If you have not experienced it, select 'Not applicable.'

• Rideshare or taxi apps
• Food delivery apps
• Airline or hotel booking
• Event or sports ticketing
• Online retail or e-commerce
• Utilities/energy (time-of-use rates)
• Other
• Not applicable

A hotel raises its room rates by 50% during a popular holiday weekend.

To what extent does a company explaining how its dynamic pricing works in plain language affect how fair you perceive their pricing to be?

What is your gender?

• Woman
• Man
• Non-binary
• Prefer not to say

An online retailer changes the price of a product based on how many people are currently viewing it.

Overall, how much do you trust companies that use dynamic or surge pricing?

In which region do you currently live?

• North America
• Latin America & Caribbean
• Europe
• Middle East & North Africa
• Sub-Saharan Africa
• Asia-Pacific
• Prefer not to say

An electricity provider charges higher rates during peak evening hours (6–9 PM) and lower rates overnight.

What is the highest level of education you have completed?

• Less than high school
• High school or equivalent
• Some college or associate degree
• Bachelor's degree
• Master's degree
• Doctoral or professional degree
• Prefer not to say

A food delivery app adds a surcharge during a major sporting event when many people are ordering at once.

What is your current employment status?

• Employed full-time
• Employed part-time
• Self-employed
• Student
• Homemaker or caregiver
• Retired
• Unemployed and looking for work
• Not working and not looking for work
• Prefer not to say