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Searching for the highest number.

Piers D L Howe1, Daniel R Little

  • 1School of Psychological Sciences, University of Melbourne, 12 Floor Redmond Barry Building, Melbourne, VIC, 3010, Australia, pdhowe@unimelb.edu.au.

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Consumers decide which product to buy by searching for the most desirable option. A study found search termination occurs when an internal threshold is met, which can be fixed or decrease over time.

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Area of Science:

  • Cognitive Psychology
  • Behavioral Economics
  • Decision Science

Background:

  • Consumers face complex choices when evaluating product desirability based on factors like quality and price.
  • The search process for the most desirable product is often challenging, especially when the optimal choice is unknown beforehand.

Purpose of the Study:

  • To investigate the cognitive processes underlying consumer search and decision-making in product selection.
  • To model the search termination strategy used by individuals when faced with an array of options.

Main Methods:

  • An experimental task abstracting a common consumer choice scenario was designed.
  • Participants searched an array of numbers for the highest value, mimicking real-world product search.
  • Computational models were compared to explain observed search behaviors.

Main Results:

  • Search termination was best explained by a process where individuals stop searching once a number exceeds an internal threshold.
  • This internal threshold was observed to be either fixed or dynamically decreasing throughout the search process.
  • The threshold model accounts for variations in search termination, including premature stopping or continued search after full inspection.

Conclusions:

  • Consumer search behavior is governed by an internal threshold that dictates when to cease evaluating options.
  • The dynamic nature of this threshold helps explain seemingly irrational search patterns in consumer decision-making.
  • Understanding these cognitive thresholds can inform strategies for product presentation and consumer guidance.