A new spin on the old saying, "caveat emptor," let the buyer beware.
A survey finds most American consumers don't realize Internet merchants and even traditional retailers sometimes charge different prices to different customers for the same products.
The study found nearly two-thirds of adult Internet users believed incorrectly that it's illegal to charge different people different prices. It's a practice retailers call "price customization." More than two-thirds of people surveyed also said they believed online travel sites are required by law to offer the lowest airline prices possible.
The study from the Annenberg Public Policy Center of the University of Pennsylvania is the latest to cast doubt on the notion of sophisticated consumers in the digital age.