How sure are you that you're getting the best price for that online purchase? Better check.
So-called price differentiation means that different visitors to the same retailer could see varying prices on the same item. A 2014 study of 16 large retail and travel sites found that more than half showed different price results for the same search, depending on who was conducting the search, and on what kind of device.
"It's very hard to know why you're seeing what [price] you're seeing," said study co-author Christo Wilson, an assistant professor at Northeastern University.
Now, that same team of researchers, in conjunction with Volunteer Science, is aiming to raise the curtain on price differentiation. Their plugin for Chrome browsers runs the same search you did on the researchers' server, which doesn't have the same history or cookies as your machine, to show if other online shoppers are seeing a higher or lower price than you are.