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- Consumer - Retail Roulette, Part II: price online, a different price at the store. It's called retail roulette, and the price differences surprise many shoppers. Liz Crenshaw has a tale of consumers like you and two different price tags.

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What's in a name? Well if the name is a familiar retail store with a location on the Internet and brick and mortar buildings too, we found the difference can be many dollars. This report is called Retail Roulette, and the losers take a hit right in the wallet. Most consumers would prefer not to gamble with their life savings, but a good market search can save you from playing dangerous casino games with your money.

Always check the prices and guarantees before you purchase any stuff from a a store or website.

Especially beware of stores that use distributors to sell their products.

Some stores construct two different pricing methods in order to sell their wares, and will not honor the prices listed on their websites.

Usually the store prices are more expensive than what you may find on the internet.

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BOTH LAIRD AND ELLIS FOUND THEMSELVES PLAYING RETAIL ROULETTE, WHERE THE SAME STORE CHARGES DIFFERENT PRICES DEPENDING ON WHERE YOU MAKE YOUR PURCHASE.

Last night we showed you how wedding gift registry prices can vary between online and in-store, sometimes by a lot.

TAKE CHRIS AND MICHELE BOUCHER'S WEDDING FOR ONE EXAMPLE. THE COUPLE'S 5-PIECE STERLING PLACE SETTING WAS $219.99 AT THE ONLINE REGISTRY BUT $270 AT THE STORE.

Somebody do the math for me but I think we're talking 50-bucks, right.

BUT UNIVERSITY OF MARYLAND BUSINESS PROFESSOR JOSEPH BAILEY SAYS EVEN THOUGH CONSUMERS MAY NOT KNOW IT, RETAIL ROULETTE IS OFTEN THE NAME OF THE GAME.

For a firm that has a presence on the internet as well as in a traditional market, they look the same. They're using the same name, they have the same logo. Often times they carry the exact same products. But they really are two different types of companies.

AND PROFESSOR BAILEY SAYS BECAUSE THEY ARE TWO DIFFERENT COMPANIES, THEY SELL ITEMS AT DIFFERENT PRICES, EVEN THOUGH THEY MAY NOT TELL THAT TO CONSUMERS, AND EVEN THOUGH IT MAKES MANY CONSUMERS ANGRY.

Do you think any of your friends, anyone else you know that's getting married realizes that there might be this discrepeacy, do you think this is a common...

Well no. I mean it was never brought to our attention, and we're among the last to be married in our group.

I think they should have one price. Circuit will match a Best Buy price. So why shouldn't Barnes & Noble match their own price? If they have one on the internet, they should honor it in the store.

At the very least, it's a bad way to do business. At the most, I think it's false advertising. I don't know. It's just not right.

I think the smart consumer should at least be skeptical that there may be some of these discrepancies between prices. And realize that sometimes it works in their favor and sometimes not.

BY THE WAY, BARNES AND NOBLE TELLS US THAT EVEN THOUGH IT HAS A MAJORITY INTEREST IN WWW.BARNESANDNOBLE.COM, THE ONLINE SITE IS A SEPARATE COMPANY AND THAT'S WHY PRICES DIFFER. IT SAYS THE TWO COMPANIES HAVE SEPARATE MANAGEMENT AND COST STRUCTURES, AND ACTUALLY COMPETE. BUT BOTH COMPANIES DO ALLOW RETURNS FOR FULL CREDIT.