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Consumer Search: Evidence from Path-Tracking Data

Author

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  • Pinna, Fabio

    (London School of Economics and Political Science)

  • Seiler, Stephan

    (Centre for Economic Performance, Stanford University)

Abstract

We estimate the effect of consumer search on the price of the purchased product in a physical store environment. We implement the analysis using a unique data set obtained from radio frequency identification tags, which are attached to supermarket shopping carts. This technology allows us to record consumers' purchases as well as the time they spent in front of the shelf when contemplating which product to buy, giving us a direct measure of search effort. Controlling for a host of confounding factors, we estimate that an additional minute spent searching lowers price paid by $2.10.

Suggested Citation

  • Pinna, Fabio & Seiler, Stephan, 2014. "Consumer Search: Evidence from Path-Tracking Data," Research Papers 3174, Stanford University, Graduate School of Business.
    • Handle: RePEc:ecl:stabus:3174
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    File URL: http://www.gsb.stanford.edu/faculty-research/working-papers/consumer-search-evidence-path-tracking-data
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    Cited by:

    1. Petrikaitė, Vaiva, 2016. "Collusion with costly consumer search," International Journal of Industrial Organization, Elsevier, vol. 44(C), pages 1-10.

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