Inside Look at How Retailers Use Your Data for ‘Price Experiments’

Across retail, travel, food and more, some companies are charging consumers different prices for the same products and services. Lindsay Owens, author of the new book “Gouged: The End of a Fair Price and What That Menas for Your Wallet,” says companies overcharge by using “price experiments” where they change randomly between customers and some also use “surveillance or personalized pricing” where they charge prices based on your data all to increase profits. NBC’s Vicky Nguyen rep