Diehl, Kristin; Kornish, Laura J; Lynch Jr., John G - In: Journal of Consumer Research 30 (2003) 1, pp. 56-71
Recent consumer research suggests that lowering search costs for quality information reduces consumer price sensitivity by creating greater perceived differentiation among brands (e.g., Kaul and Wittink 1995; Lynch and Ariely 2000). We argue that lowering quality search costs by smart agents can...