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1 .This is Scientific American 60-Second Science. I'm Christopher Intagliata. Got a minute?
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2 ."If you were to walk into a brick and mortar store and they were offering better prices for less affluent people there would be a revolt, right?
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3 .No one would stand for this."
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4 .Christo Wilson, a computer scientist at Northeastern University.
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5 .But on the Internet, he says, anything goes when it comes to pricing.
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6 ."It is super subjective. Everything can be personalized."
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7 .Wilson and his colleagues analyzed just how personal online shopping can get.
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8 .They compared the search results of 300 real-world users to searches by cookie-free, fake accounts on 16 major e-commerce sites.
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9 .Turns out half the sites personalized search results, based on who was searching.
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10 .Especially travel sites.
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11 .Expedia and Hotels.com prioritized more expensive hotels for certain users; and Priceline skewed search results based on past purchases.
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12 .But Wilson's favorite example of variable online pricing was HomeDepot.com,
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13 .where shoppers on mobile devices tend to be offered much more expensive items.
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14 ."You know, It's like you went on your desktop and you search for a table and they give you a plastic folding table;
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15 .but you search from your phone and they give you a mahogany dining room table."
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16 .The researchers will present their findings on November 6th at the Internet Measurement Conference in Vancouver.
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17 .For all you comparison shoppers, here's Wilson's advice on how to beat the bots.
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18 ."Do the search from your desktop, as you normally would.
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19 .You should also do the search from an incognito or a private window.
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20 .You should also then do the search from your mobile, or your tablet.
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21 .And then if you're really paranoid, you should also talk to a friend or a family member , and have them also do the search."
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22 .We've gone from brick and mortar to click and be mortified.
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23 .Thanks for the minute, for Scientific American 60-Second Science. I'm Christopher Intagliata.
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