CDS director Eric Johnson discusses the bait-and-switch airline fares, whereby they display an initial low price then switching it out later with a higher fare, that have been frustrating many consumers. "It’s not that hard to refresh Web pages to prevent having outraged consumers," he says. "While economists think a price is a price, behavioral science thinks the way the price is portrayed makes a difference," Johnson says. "The problem is that when that price is not available, people react to the pain of the increase plus the pain of the original price."