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Surprising New Insights about How Consumers Search Online

Image credit: http://www.msi.org/

Image credit: http://www.msi.org/

Surprising New Insights about How Consumers Search Online
Bart J. Bronnenberg, Jun B. Kim, and Carl F. Mela

MSI Articles | June 20, 2014

A recent study finds that consumer search for durable goods is more extensive, focused, and informative of choice than is commonly reported, suggesting new strategies for marketing intervention. “Based on a broad capture of data on consumer search for digital cameras, we document a number of new patterns in search,” says coauthor Carl Mela, Duke University. “For example, search ‘in the wild’ is extensive in terms of items visited, but exceptionally narrow over the product attribute space. This finding has implications for how firms can target their communications during the search process.”

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