Product Pricing and Shopping Engines

Here's an interesting read.

Arik at Forbes writes about research by Michael Baye, Indiana University and John Morgan, UC Berkeley that looks at product pricing in the age of comparison shopping engines.

With ever more powerful and smart search technologies cropping up online offering new ways to compare prices--Google's Froogle, Product MySimon come to mind--wouldn't price-sensitive consumers automatically gravitate toward retailers with the lowest prices and thus unleash a fierce attack on profit margins?