Methodological background of human model in modern economy

Abstract

Big data includes information about the characteristics of individual consumers, which allows sellers to individualize price (and not only) offers in such a way as to consider a willingness to pay of individual buyers or groups of buyers. The essential issues discussed in this paper are: the presence / absence of a specific research field through the lens of the coordination and distribution effects of individualized pricing; the existence of the basis for a special regime of antitrust regulation, as well as the related set of issues in the field of economic analysis of law.