Surprises on the Web: Results from Usability Testing
http://www.uie.com/articles/surprises_on_web/

User Interface Engineering
1996

Abstract:

We were surprised by how hard it was to compare simple facts on the web. We asked users to compare facts (Which vehicle has the better rebate: the Geo Tracker or the Isuzu Rodeo?) on sites that had all the necessary information. Users found these tasks frustrating; our randomly- chosen test sites were not designed to facilitate comparisons.