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

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.


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.


Xin Ge, University of Northern British Columbia, Canada
Gerald Häubl, University of Alberta, Canada
Neil Brigden, University of Alberta, Canada


NA - Advances in Consumer Research Volume 38 | 2011

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