The behavioral cost of personalized pricing

Recently my wife and I needed to call a car, so out came the apps to compare rideshare prices. There’s always a bit of variation here, but this time was striking. My wife’s Uber app quoted her $28, while mine gave me $47. Same app, time, and place - but two wildly-different prices. Who knows why? I’m usually more willing to spend than she is, and I bet that's represented on my user profile. I was…