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| Author: | Zwick, R. |
| Title: | Consumer sequential search : not enough or too much? |
| Journal: | Marketing Science
2003 : VOL 22:4, p. 503-519 |
| Index terms: | BEHAVIOURAL SCIENCE CHOICE THEORY DECISION MAKING DATA MANAGEMENT |
| Language: | eng |
| Abstract: | This article examines search behavior. Main point is a consumer and his/hers alternatives. These alternatives are sifted in a random order. At each time the consumer has to accept the current alternative, continue to search and pay fixed cost, or recall an alternative which has already been inspected. Consumer´s aim is to select the best alternative from a fixed set. |
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