Learning while shopping: an experimental investigation into the effect of learning on consumer search
通过实验研究消费者在搜索过程中学习报酬分布的行为，发现学习导致保留价值下降，并解释了搜索不足现象可能源于强化学习启发式。
In many search environments, searchers are learning about the distribution of offers in the market. I conduct an experiment exploring a broad class of search problems with learning about the distribution of payoffs. My results support the prediction that learning results in declining reservation values, providing evidence that learning may be an explanation for recall. Theory predicts a "one step" reservation value strategy, but many subjects instead choose to set a high reservation value in order to learn about the distribution before adjusting based on their observations. Under-searching in search experiments may stem from a reinforcement heuristic and lack of negative feedback after using sub-optimal strategies.