David Dobrzykowski

Surge pricing is unpopular with consumers and drivers alike, but there are ways to reduce its inherent inefficiencies. charlesdeluvio on Unsplash

July 8, 2026

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

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

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.

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

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