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Search Gaps and Consumer Fatigue

R. Ursu,Qianyun Zhang,Elisabeth Honka

2022 · DOI: 10.1287/mksc.2022.1359
Marketing science (Providence, R.I.) · 41 Citations

Abstract

This paper documents that consumers frequently take breaks during their search (“search gaps”) and develops and estimates a model that rationalizes search gaps caused by consumer fatigue.