10-U: to Search Or Not to Search? Exploring Consumer’S Sensitivity to Task Importance

Previous search literature suggests that consumers “do not search much”. We show, that in certain settings, consumers search extensively. Furthermore, they often do not allocate their search effort effectively, searching equal amount of time or even longer in situations with minor or even negligible benefit for their effort.



Citation:

Yefim Roth and Kinneret Teodorescu (2017) ,"10-U: to Search Or Not to Search? Exploring Consumer’S Sensitivity to Task Importance", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1057-1057.

Authors

Yefim Roth, Israel Institute of Technology, Israel
Kinneret Teodorescu, Israel Institute of Technology, Israel



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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