Abstract:
In an advanced digital age, we are all objects of study by automated systems that keep track of our every move online. Therefore, our digital identity is an imprint that we cannot underestimate. The customization of prices is only one of the aspects that the technological advancement of manufacturers has made possible for online business, but this innovation also has a series of consequences that are not always so evident to the consumer's eye. This paper is intended to investigate a phenomenon that occurred in China and which literally translates to "Killing the one who is familiar", a phenomenon that sees a personalized application of the price to services and products offered by online sellers. Specifically, the object of disputes is the perception of unfairness in the treatment of loyal customers, who not only find more affordable prices but are often customers with coupons that are not comparable to those offered to existing customers. This work tries to give a translation in Italian of an article about this very phenomenon which is well established in the Chinese society, and which may be already taking place in western societies without us knowing. The previsions of the academic circles about it, anyhow, point to the direction in which there is no doubt that the phenomenon itself depicts our near future, so much so, it should be wise to take the time to study and to analyze it.
