A new survey by Cone says that four-out-of-five consumers will go online for a recommendation when they're interested in buying something-even after it's been recommended to them by a friend or family member. Looks like blood isn't thicker than water these days. Not when it comes to parting with hard earned cash. And it doesn't have to be a lot of cash, either. The survey found that cost wasn't a big factor in the decision to verify product claims.