There was a phenomenal study on that done last year (see: http://www.wsj.com/articles/why-you-cant-trust-youre-getting-the-best-deal-online-1414036862 http://ww

There was a phenomenal study on that done last year (see: http://www.wsj.com/articles/why-you-cant-trust-youre-getting-the-best-deal-online-1414036862 http://www.wsj.com/articles/why-you-cant-trust-youre-getting...) by a group of Professors at Northeastern. Totally worth a read. Here's their full paper: http://www.ccs.neu.edu/home/cbw/pdf/imc151-hannak.pdf http://www.ccs.neu.edu/home/cbw/pdf/imc151-hannak.pdf