Information Search Due to Expected Separation

Kurt Carlson, Fuqua School of Business, Duke University, USA
Aner Tal, Fuqua School of Business, Duke University, USA
Consumers must often decide how much effort to devote to search before choosing a product. This work explores the influence of expected difference in appeal of available options, which we refer to as expected separation, on the extent of information search. We find that consumers expect to search more (study 1) and do search more (study 2) as expected separation increases. We also find that expected separation plays a greater role than actual differences between the choice options in determining the extent of information search (study 2).
[ to cite ]:
Kurt Carlson and Aner Tal (2007) ,"Information Search Due to Expected Separation", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 454-456.