Consumer Search: What Can We Learn from Pre-Purchase Data?

32 Pages Posted: 29 Nov 2023 Last revised: 26 Jan 2024

See all articles by Elisabeth Honka

Elisabeth Honka

University of California, Los Angeles (UCLA) - Anderson School of Management

Stephan Seiler

Imperial College Business School; Centre for Economic Policy Research

Raluca Ursu

New York University (NYU)

Multiple version iconThere are 2 versions of this paper

Date Written: January 24, 2024

Abstract

Researchers are increasingly able to observe consumers' behavior prior to a purchase, such as their navigation through a store or website and the products they consider. Such pre-purchase (or search) data can be valuable to researchers in a variety of ways: as an additional source of information to estimate consumer preferences, to understand how firms can influence the search process through marketing mix variables, and to analyze how limited information about products shapes market outcomes. We provide an overview of these three areas with a particular emphasis on online and offline retailing.

Keywords: Consumer Search, Limited Information, Consideration Sets, Retailing

JEL Classification: D43, D83, L13

Suggested Citation

Honka, Elisabeth and Seiler, Stephan and Ursu, Raluca, Consumer Search: What Can We Learn from Pre-Purchase Data? (January 24, 2024). Available at SSRN: https://ssrn.com/abstract=4623968 or http://dx.doi.org/10.2139/ssrn.4623968

Elisabeth Honka

University of California, Los Angeles (UCLA) - Anderson School of Management ( email )

110 Westwood Plaza
Los Angeles, CA 90095-1481
United States

Stephan Seiler (Contact Author)

Imperial College Business School ( email )

South Kensington Campus
Exhibition Road
London SW7 2AZ, SW7 2AZ
United Kingdom

Centre for Economic Policy Research ( email )

London
United Kingdom

Raluca Ursu

New York University (NYU) ( email )

Bobst Library, E-resource Acquisitions
20 Cooper Square 3rd Floor
New York, NY 10003-711
United States

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