{"title":"Navigating choices: a framework of consumer search","authors":"Alexander K. Moore, Reid Hastie","doi":"10.1007/s11002-024-09741-7","DOIUrl":null,"url":null,"abstract":"<p>Consumers are inundated with choices, yet they effectively find products that satisfy them. In this review, we draw from the marketing, economics, psychology, and ecology literatures to outline a general framework for consumer search, implicit in many prior descriptions of consumer behavior. Within the framework, we particularly focus on navigation, which we define as the act of deciding the order in which to inspect products with the intention of learning more about them. We focus on navigation because it has received relatively little attention in marketing. We also highlight opportunities for future research in understanding interactions between stages of the framework. By understanding this framework, researchers and marketers can gain key theoretical insights into the consumer experience when looking for a product. Further, understanding these processes is likely to yield practical results that can help in the design of more effective search experiences, ultimately increasing consumer satisfaction.</p>","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":null,"pages":null},"PeriodicalIF":2.5000,"publicationDate":"2024-08-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Marketing Letters","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1007/s11002-024-09741-7","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Consumers are inundated with choices, yet they effectively find products that satisfy them. In this review, we draw from the marketing, economics, psychology, and ecology literatures to outline a general framework for consumer search, implicit in many prior descriptions of consumer behavior. Within the framework, we particularly focus on navigation, which we define as the act of deciding the order in which to inspect products with the intention of learning more about them. We focus on navigation because it has received relatively little attention in marketing. We also highlight opportunities for future research in understanding interactions between stages of the framework. By understanding this framework, researchers and marketers can gain key theoretical insights into the consumer experience when looking for a product. Further, understanding these processes is likely to yield practical results that can help in the design of more effective search experiences, ultimately increasing consumer satisfaction.
期刊介绍:
Marketing Letters: A Journal of Research in Marketing publishes high-quality, shorter paper (under 5,000 words including abstract, main text and references, which is equivalent to 20 total pages, double-spaced with 12 point Times New Roman font) on marketing, the emphasis being on immediacy and current interest. The journal offers a medium for the truly rapid publication of research results.
The focus of Marketing Letters is on empirical findings, methodological papers, and theoretical and conceptual insights across areas of research in marketing.
Marketing Letters is required reading for anyone working in marketing science, consumer research, methodology, and marketing strategy and management.
The key subject areas and topics covered in Marketing Letters are: choice models, consumer behavior, consumer research, management science, market research, sales and advertising, marketing management, marketing research, marketing science, psychology, and statistics.
Officially cited as: Mark Lett