Unfavourable price comparisons still benefit e-businesses

New research from the University of Alberta has found that an online business can benefit from listing its competitors’ products, even if some of those comparisons are unfavourable for the firm.
Dr. Gerald Haeubl, the Banister professor of electronic commerce at the U of A’s School of Business, investigated how digital agents, such as the Internet, influence the online shopping experience. Surprisingly, he found that when a company lists its competitors’ prices of identical products–even if the competitions’ prices are lower–shoppers will still buy from the company.