Have you ever gone to a store like Target or Walmart in person, find an item you want then discover that when you go to have it rung up the price is more? You would find the cashier or manager or someone to get it resolved. Well, thanks to our capitalistic nature, online shopping gives us a similar experience : If you've shopped online recently, you may have had this experience: You find an item, add it to your cart, and then when you get around to paying, the price has increased. You can thank pricing algorithms. These are computer programs that look at factors such as supply, demand and the prices competitors are charging, and then adjust the price in real time. Now, there are calls for greater regulation at a time when these tactics are expected to become more common. "A key thing about the algorithm is that given different inputs, like, say, time of day or weather or how many customers might be showing up, it might decide on a different price," said Harvard economics