class, soccer mom, fashionista, bookworm. rebecca jarvis, abc news. >> that's remarkable. >> i'm not a fan of that. >> is there a way to manipulate the system and have an on-line persona that is really cheap. >> that's the only way they charge you. i don't think that is fair at all. >> i want to know who am i? i'm a mom, i'm -- you live in the northeast. you do okay. i'm sure you are paying the $14 for the pens. >> how do i get to be a frugal spender or something? >> i know. how do you do it? >> kind of weird. >> business changes are based on algorithms. they take into account supply and demand as well as who you are. when you mention algorithms, i check out. >> apparently there are some strategies you can employ in order to be on the right side of the price. you can know what the consumer algorithms are. there goes that. also, you can be very vocal. apparently price matching happens more than you think. you have to say can you give it