These are surge pricing tactics so ingrained in our consumer experience, we hardly notice or care. Wendy’s last month ended up walking back comments about its dynamic pricing plans after consumers were outraged at the notion of a dinner rush making your burger more expensive. So why does surge pricing feel like such a scam? Bertini, who advises companies on dynamic pricing models, says the problem is how badly some businesses bungle the rollout. You have to explain to customers that dynamic pricing means that, over the long run, they’re getting something out of it, too.

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Persons: CNN Business ’, It’s, that’s, Wendy’s, Jordan Valinsky, Marco Bertini, ” Bertini, we’ve, it’s, Bertini, ”, you’re, “ Organizations: CNN Business, New York CNN, JetBlue, Amazon Locations: New York, Wendy’s, Barcelona