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A Model of Directed Consumer Search

Author

Listed:
  • Moraga-González, José-Luis
  • Haan, Marco
  • Petrikaite, Vaiva
Abstract
We present a framework to study directed consumer search. Firms sell products with two attributes. One is readily observable, the other only after visiting a firm. Search is directed as the order of search is influenced by the observable characteristics. Moreover, if prices are readily observable, firms also influence search direction by their choice of price. We show that when consumers observe prices before search, prices and profits are lower than when they do not. A lower price then not only retains more consumers, but is also more likely to attract them; the latter effect makes demand more elastic. When prices are observable before search, prices decrease in search costs. Consumer surplus initially increases in search costs, but may ultimately decrease.

Suggested Citation

  • Moraga-González, José-Luis & Haan, Marco & Petrikaite, Vaiva, 2017. "A Model of Directed Consumer Search," CEPR Discussion Papers 11955, C.E.P.R. Discussion Papers.
    • Handle: RePEc:cpr:ceprdp:11955
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Bian, Xueying & Fabra, Natalia, 2020. "Incentives for information provision: Energy efficiency in the Spanish rental market," Energy Economics, Elsevier, vol. 90(C).
    2. Martin Obradovits & Philipp Plaickner, 2023. "Price-Directed Search, Product Differentiation and Competition," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 63(3), pages 317-348, November.
    3. Max Riegel, 2024. "Vertical Differentiation Through Product Design," CRC TR 224 Discussion Paper Series crctr224_2024_556, University of Bonn and University of Mannheim, Germany.
    4. Chen, Yanbin & Li, Sanxi & Lin, Kai & Yu, Jun, 2021. "Consumer search with blind buying," Games and Economic Behavior, Elsevier, vol. 126(C), pages 402-427.
    5. Raluca M. Ursu & Daria Dzyabura, 2020. "Retailers’ product location problem with consumer search," Quantitative Marketing and Economics (QME), Springer, vol. 18(2), pages 125-154, June.
    6. Petrikaitė, Vaiva, 2022. "Escaping search when buying," International Journal of Industrial Organization, Elsevier, vol. 82(C).
    7. Honka, Elisabeth & Seiler, Stephan & Ursu, Raluca, 2024. "Consumer search: What can we learn from pre-purchase data?," Journal of Retailing, Elsevier, vol. 100(1), pages 114-129.
    8. Pak Hung Au & Mark Whitmeyer, 2021. "Attraction Versus Persuasion," HKUST CEP Working Papers Series 202102, HKUST Center for Economic Policy.
    9. Fishman, Arthur & Lubensky, Dmitry, 2018. "Search prominence and return costs," International Journal of Industrial Organization, Elsevier, vol. 58(C), pages 136-161.
    10. Sander Heinsalu, 2021. "Costlier switching strengthens competition even without advertising," Papers 2104.08934, arXiv.org.
    11. Riegel, Max, 2023. "Vertical Differentiation through Product Design," MPRA Paper 119384, University Library of Munich, Germany.
    12. Haan, Marco A. & Heijnen, Pim & Obradovits, Martin, 2023. "Competition with list prices," Games and Economic Behavior, Elsevier, vol. 140(C), pages 502-528.
    13. José L. Moraga-González & Yajie Sun, 2023. "Product Quality and Consumer Search," American Economic Journal: Microeconomics, American Economic Association, vol. 15(1), pages 117-141, February.
    14. Yucheng Ding & Tianle Zhang, 2022. "Advance selling programs: When to introduce and what to inform consumers," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(3), pages 779-790, April.
    15. José L. Moraga-González & Makoto Watanabe & José Luis Moraga Gonzalez, 2023. "Price Equilibrium with Selling Constraints," CESifo Working Paper Series 10583, CESifo.
    16. Moraga-González, José-Luis & Watanabe, Makoto, 2020. "Selling Constraints," CEPR Discussion Papers 14718, C.E.P.R. Discussion Papers.
    17. Pak Hung Au & Mark Whitmeyer, 2024. "Attraction Via Prices and Information," Papers 2402.11754, arXiv.org.

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    More about this item

    Keywords

    Ordered/directed search; Price observability; Differentiated products;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets

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