Why you can’t trust you’re getting the best deal online
The Wall Street Journal - 10/23/2014
The Web is full of personalized content, whether it’s a Netflix recommendation or the results of a Google search.
But consumers have protested when e-commerce companies have extended their behind-the-scenes personalization to prices, charging different sums for the same goods, or pushing some people toward higher-priced offers.
A new study of top e-commerce websites found these practices—called discriminatory pricing or price steering—are much more widespread than was previously understood.
The study, by a team of computer scientists at Northeastern University, tracked searches on 16 popular e-commerce sites. Six of those sites used the pricing techniques; none of the sites alerted consumers to that fact.