Brian Albrecht on Surge Pricing

ICLE Chief Economist Brian Albrecht was cited in blog post from the Foundation for Economic Education about Wendy’s dynamic-pricing plan. You can read the full piece here.

There seems to be some tactful reframing going on here. It’s much better marketing to say they are lowering prices during off-peak periods rather than to say they are increasing prices during a surge. But as the economist Brian Albrecht has pointed out, that kind of amounts to the same thing.