Previous research has suggested that an individual consumer may have multiple tastes within a given product category. Multi-taste preferences are likely present in categories characterized by large product attribute spaces and many diverse products, such as music, videos, restaurants, or books....

Consumers often learn their preferences as they search. For example, after test driving new cars, a consumer might find she undervalued trunk space and overvalued sunroofs. Preference learning makes search complex because, each time a product is searched, updated preferences affect the value of...