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Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:01.45,0:00:02.70,Default,,0000,0000,0000,,The phone you use,\N[dramatic music]
Dialogue: 0,0:00:02.70,0:00:04.15,Default,,0000,0000,0000,,the computer you own,
Dialogue: 0,0:00:04.15,0:00:05.78,Default,,0000,0000,0000,,the zip code you live in.
Dialogue: 0,0:00:05.78,0:00:08.17,Default,,0000,0000,0000,,These can all be factors\Nin the price you see
Dialogue: 0,0:00:08.17,0:00:10.50,Default,,0000,0000,0000,,when you're searching for\Nitems on the internet.
Dialogue: 0,0:00:13.23,0:00:15.99,Default,,0000,0000,0000,,Welcome to the world\Nof mass customization.
Dialogue: 0,0:00:21.38,0:00:22.34,Default,,0000,0000,0000,,For example,
Dialogue: 0,0:00:22.34,0:00:24.27,Default,,0000,0000,0000,,you probably know that logging on
Dialogue: 0,0:00:24.27,0:00:25.62,Default,,0000,0000,0000,,on different days and times
Dialogue: 0,0:00:25.62,0:00:28.25,Default,,0000,0000,0000,,can give you different\Nprices for airline flights,
Dialogue: 0,0:00:29.95,0:00:30.86,Default,,0000,0000,0000,,but you might not know
Dialogue: 0,0:00:30.86,0:00:33.36,Default,,0000,0000,0000,,that Amazon can change\Nits prices for everything,
Dialogue: 0,0:00:33.36,0:00:37.09,Default,,0000,0000,0000,,from dustpans to televisions\Nevery 15 minutes,
Dialogue: 0,0:00:37.09,0:00:39.36,Default,,0000,0000,0000,,even more often than airlines.
Dialogue: 0,0:00:39.36,0:00:41.42,Default,,0000,0000,0000,,Researchers have tried\Nto study this phenomenon,
Dialogue: 0,0:00:41.42,0:00:44.56,Default,,0000,0000,0000,,but the world of ever-changing\Nprices is a black box,
Dialogue: 0,0:00:44.56,0:00:46.63,Default,,0000,0000,0000,,that is difficult to test.
Dialogue: 0,0:00:46.63,0:00:48.93,Default,,0000,0000,0000,,Even so, here are some findings:
Dialogue: 0,0:00:48.93,0:00:51.65,Default,,0000,0000,0000,,Orbitz was found to be\Nshowing higher priced hotels
Dialogue: 0,0:00:51.65,0:00:54.66,Default,,0000,0000,0000,,to Mac users than PC users.
Dialogue: 0,0:00:54.66,0:00:58.14,Default,,0000,0000,0000,,Staples was found to sell most\Neverything on its website,
Dialogue: 0,0:00:58.14,0:00:59.95,Default,,0000,0000,0000,,from staplers to duct tape,
Dialogue: 0,0:00:59.95,0:01:02.26,Default,,0000,0000,0000,,at different prices in\Ndifferent zip codes.
Dialogue: 0,0:01:02.26,0:01:04.33,Default,,0000,0000,0000,,The zip codes being charged higher prices
Dialogue: 0,0:01:04.33,0:01:06.11,Default,,0000,0000,0000,,were more likely to be low income.
Dialogue: 0,0:01:07.11,0:01:09.55,Default,,0000,0000,0000,,Princeton Review charges different prices
Dialogue: 0,0:01:09.55,0:01:13.02,Default,,0000,0000,0000,,for its online SAT tutoring\Nin different zip codes.
Dialogue: 0,0:01:13.02,0:01:16.03,Default,,0000,0000,0000,,We found that Asians were\Nalmost twice as likely,
Dialogue: 0,0:01:16.03,0:01:19.67,Default,,0000,0000,0000,,to be offered a higher\Nprice than non-Asians.
Dialogue: 0,0:01:19.67,0:01:21.09,Default,,0000,0000,0000,,In the European union,
Dialogue: 0,0:01:21.09,0:01:23.81,Default,,0000,0000,0000,,variable pricing is regulated.
Dialogue: 0,0:01:23.81,0:01:24.85,Default,,0000,0000,0000,,In the United States,
Dialogue: 0,0:01:24.85,0:01:26.65,Default,,0000,0000,0000,,it's legal to sell the same product
Dialogue: 0,0:01:26.65,0:01:28.63,Default,,0000,0000,0000,,to different people for different prices.
Dialogue: 0,0:01:28.63,0:01:30.33,Default,,0000,0000,0000,,That means, in the U.S.,
Dialogue: 0,0:01:30.33,0:01:34.79,Default,,0000,0000,0000,,mass customization can\Nmean mass discrimination.
Dialogue: 0,0:01:34.79,0:01:37.71,Default,,0000,0000,0000,,[music continues]