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4 ways to avoid getting ripped off, according to a pricing expert

The book cover of "Gouged: The End of a Fair Price–and What That Means for Your Wallet" by Lindsay Owens. Penguin Random House/Lindsay Owens/NPR

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Over the past decade, companies have changed the way they price their products — and shoppers are getting deliberately overcharged.

Hotels are creating prices based on a customer’s geo-location. Airlines are using browsing data to determine the cost of airfare. Grocery stores are using technology to test out how much they can charge

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