Buyer beware, online shopping prices vary user to user
The Conversation - 11/03/2014
People have a mental model of shopping that is based on experiences from brick-and-mortar stores. We intuitively understand how this process works: all available products are displayed around the store and the prices are clearly marked. Many stores offer deals via coupons, membership cards, or to special classes of people such as students or AARP members. Typically, everyone is aware of these discounts and has an equal opportunity to use them.
Many people assume this same mental model of shopping applies just as well to e-commerce websites. However, as we are discovering, this is not the case.