You can save a ton of money by comparison shopping.

Checkbook’s surveys consistently find huge price differences—sometimes more than twice as much—from company to company for the exact same product or service. And businesses can get away with this because they know most customers won’t bother to shop around.

Sometimes consumers don’t compare prices because they’re in a rush or they don’t want to scour the internet for the best deal. But we often find buyers don’t compare prices because they’ve been duped into thinking they already have.

In this episode, some of the common manipulative marketing techniques sellers use to convince you to pay up and pay too much.

Read Checkbook's full report on the 30 Tricks Sellers Use to Manipulate You