Internet Retailing reports that consumers are catching wind that comparison engines’ CPC model can be biased towards higher paying merchants. A study by Quidco in the UK found that one in three consumers have stopped using shopping engines, and almost 50% would not use comparison engines again after being told that results may be skewed in favor of the highest bidder. Although the findings are interesting, we shouldn’t conclude that this is the beginning of the end for comparison engines.

The problem is perception. Consumers may be less likely to use comparison engines if they feel that they are somehow being manipulated. Since people want to feel in control and that they have made the best decision - they want to believe they are choosing from all the information available. But the consumers in the study don’t fully understand comparison shopping, nor do they realize that so much of their buying behavior is influenced by paid advertising already.

Continue Reading:
Comparison Engines Losing Steam? Shoppers Balk at CPC Model »