Just check out the predictions by LRMC (Logistic Regression Markov Chain), the computer ranking system designed by threeprofessors at the Georgia Institute of Technology.
Threeprofessors (from Stanford, INSEAD and MIT, respectively) have come up with a variation on this theme: that the price paid can also influence behaviour.
The paper, written by threeprofessors (two law, one business) at the University of Missouri- Kansas City (UMKC), points out something which few people likely know.