Variance Neglect in Consumer Search

Normative models of consumer price prescribe more search when price dispersion is greater. In contrast to normative prescriptions, we find consumers spend more time searching when prices are less disperse. Consumers also spend more time searching when prices are higher, a factor that normatively should not influence search persistence.



Citation:

Nicholas Reinholtz, Daniel Bartels, Jonathan Levav, and Oded Netzer (2017) ,"Variance Neglect in Consumer Search", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 96-100.

Authors

Nicholas Reinholtz, University of Colorado, USA
Daniel Bartels, University of Chicago, USA
Jonathan Levav, Stanford University, USA
Oded Netzer, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

F12. Matching Green Advertising Strategies and Brand Positioning to Improve Brand Evaluation

Danielle Mantovani, Federal University of Paraná
Victoria Vilasanti, Federal University of Paraná
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cecilia Souto Maior, Federal University of Paraná

Read More

Featured

Brands as Complex Social Processes

Andrea Hemetsberger, University of Innsbruck, Austria
Hans Mühlbacher, International University of Monaco
Eric J Arnould, Aalto University, Finland

Read More

Featured

Conjuring Creativity: The Impact of Fear

Ilgım Dara Benoit, Appalachian State University
Elizabeth Miller, University of Massachusetts, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.