CHAPTER THREE
Consumer Websites: Choice Engines for Smart Disclosure
FOR CONSUMERS WHO WANT TO BE CAREFUL SHOPPERS, TODAY’S products and services pose some mind-numbing challenges. In the past, being an informed consumer meant knowing how to shop for a car, resist outrageous sales pitches, and avoid unsafe products. Today, consumers have to sort through a complex array of options and conditions to shop intelligently. A single cell-phone company, for example, may have more than a thousand different options for its customers, when you take all the combinations of handsets, services, limits, and fees into account. Choosing a mortgage, credit card, college, energy plan, or health insurance provider can be equally baffling.
In the past, many companies ...
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