Surge pricing is broken – but there’s a smarter way to match gig workers with consumers

Rather than chasing dollars, gig workers are micro-entrepreneurs who perform a strict ‘mental audit’ of every single task to see if it’s worth their time.

By: Christopher S. Tang, University of California, Los Angeles; David Dobrzykowski, Auburn University, and Nicolo Masorgo, Miami University, The Conversation

Outlets: The Conversation

Published: July 8, 2026

Words: 1,451

Last Updated: 2 weeks ago

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By Christopher S. Tang, University of California, Los Angeles; David Dobrzykowski, Auburn University, and Nicolo Masorgo, Miami University

Millions of Americans tap their smartphone screens daily to order rides, groceries or dinner, hooked on the seamless convenience of the gig economy.

Yet beneath this frictionless interface lies a brewing war.

On one side, consumers are squeezed by volatile and erratic surge pricing, which adjusts to reflect spiking demand or dropping supply. On …

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