Study pits shoppers against each other in online bargain battle

When online shopping emerged as a global phenomenon in the early 2000s, I remember reading prophecies that consumers would now cruise far and wide across the Internet for the best ever bargains, because search had become completely effortless. A decade on, it appears that people can get click-weary more easily than the pundits might have presumed.

Academic studies have long pictured consumers as somewhat lethargic when it comes to search. Studies have shown, for example, that people are not very likely to click beyond the top few links on a results page so if a company's website is to have high visibility on the Internet, it must rank high on search engines' results pages Read more...

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