Working Papers

Prior Information and Consumer Search: Evidence from Eye-Tracking

Qianyun Zhang

New York University

Raluca Ursu

University of Chicago

Tulin Erdem

New York University

Dec 30, 2020

Develops a model of sequential search that quantifies the impact of prior information from past purchases or uses of a product on consumer search and purchase decisions. The researchers estimate their model on a data set of consumers making smartphone search and purchase decisions that (i) contains information on consumers’ prior ownership of, familiarity, and experience with brands; and (ii) captures search behavior at the very granular level of eye-movements.

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