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Persistence in Consumer Search

Nicholas Stephen Reinholtz

Title:
Persistence in Consumer Search
Author(s):
Reinholtz, Nicholas Stephen
Thesis Advisor(s):
Levav, Jonathan
Netzer, Oded
Date:
Type:
Theses
Degree:
Ph.D., Columbia University
Department(s):
Business
Persistent URL:
Abstract:
In this dissertation, I explore determinants, and some consequences, of persistence in consumer search. Many prominent thinkers have considered the problem of search in terms of optimal solutions, or their heuristic approximations. In the following research, I explore persistence in search not merely as a function of economic calibration, but rather as an outcome determined by both cognitive and motivational processes. I provide evidence that normative models of search are insufficient to explain the behavior of those whom I study. Instead, I show cases in which search persistence is a function of prior behavior (Chapter 1) and prior beliefs (Chapter 2). I further propose a cognitive model of price search behavior (Chapter 3) that can predict many of the observed behaviors that would be considered mistakes in normative price search frameworks (e.g., variance neglect, reference point effects, local contrast effects).
Subject(s):
Searching behavior
Consumer behavior--Psychological aspects
Psychology, Experimental
Item views
159
Metadata:
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Suggested Citation:
Nicholas Stephen Reinholtz, , Persistence in Consumer Search, Columbia University Academic Commons, .

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