Catching More Flies With Vinegar: the Ironic Effect of Product-Specific Search Cost on Consumer Choice

Xin Ge, University of Northern British Columbia, Canada
Gerald Häubl, University of Alberta, Canada
Neil Brigden, University of Alberta, Canada
This paper introduces the hypothesis that making it harder for consumers to find out about a product can actually result in greater preference for it. The results of three experiments demonstrate this phenomenon and illuminate the mental mechanisms that underlie the ironic effect of product-specific search cost on consumer choice.
[ to cite ]:
Xin Ge, Gerald Häubl, and Neil Brigden (2011) ,"Catching More Flies With Vinegar: the Ironic Effect of Product-Specific Search Cost on Consumer Choice", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.