Using a pull-down menu search technique, we study how ability (knowledge level) and motivation (accountability) interact with decision phase (consideration vs. choice) to affect consumers' search costs (amount of search), benefit (confidence) and efficiency (benefit for a given amount of...

Identifies some managerially relevant factors that influence the size of the price premium that consumers will pay for national brands over store brands in grocery products. We define price premium as the maximum price consumers will pay for a national brand over a store brand, expressed as the...