Exploration Vs. Exploitation Mindsets in Consumer Search

Valerie Trifts, Dalhousie University, Canada
Gerald Häubl, University of Alberta, Canada
We examine exploration vs. exploitation mindsets in consumer search. Initial exposure to multiple products (vs. a single product) activates an exploitation (vs. exploration) mindset. Compared to an exploration mindset, an exploitation mindset drastically reduces search. Thus, consumers consider fewer products overall if they initially see two products rather than one.
[ to cite ]:
Valerie Trifts and Gerald Häubl (2012) ,"Exploration Vs. Exploitation Mindsets in Consumer Search", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 860-861.