Endogenous Evaluation and Sequential Search

When consumers evaluate product value under sequential search, higher sampling costs may in equilibrium lead to more sampling, lower prices and profits, and greater consumer surplus.

• 저널Marketing Science · 40(3) · 413–427
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2020.1270
• 저자Liang Guo