CONSUMER SEARCH BEHAVIOR AND ITS EFFECT ON MARKETS

1. Auflage 2009
ISBN: 978-1-60198-200-1
Verlag: Now Publishers

Buch, Englisch, Band 8, 88 Seiten, Format (B × H): 156 mm x 234 mm

Reihe: Foundations and Trends® in Marketing

Consumer Search Behavior and its Effect on Markets focuses on the consumer side of the market, on what is known about how consumers search for needed information, and on how this impacts the behavior of markets. The author discusses three broad strands of this literature -- normative models of search and their application to consumer search; empirical studies of the search process; and implications of consumer search for the behavior of markets, including pricing, advertising and retailing. In general, the author examines external search -- the search for information from sources other than memory. Particular attention is paid to the impact of the Internet on markets. Consumer Search Behavior and its Effect on Markets also examines the broader issues about alternatives considered, sources consulted, extent of consumer knowledge, and the impact of these factors on markets and marketing institutions.

Autoren/Hrsg.

Ratchford, Brian T.

Inhaltsverzeichnis

Introduction. 1. Models of Consumer Search. 2. Empirical Evidence on Search. 3. Markets When Search is Costly. References