Consumer search: What can we learn from pre-purchase data?

• DOI: 10.1016/j.jretai.2024.02.003
• Publication Date: 2024-03-02T12:21:06Z
• Authors: Elisabeth Honka; Stephan Seiler; Raluca Ursu
• Keywords: Consumer behaviour

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