Consumer search: What can we learn from pre-purchase data?
本文综述了利用购买前数据（如浏览和考虑的产品）来估计消费者偏好、理解营销如何影响搜索过程以及分析信息有限对市场均衡的影响，对零售和营销研究者有参考价值。
Researchers are increasingly able to observe consumers’ behavior prior to a purchase, such as their navigation through a store or website and the products they consider. Such pre-purchase (or search) data can be valuable to researchers in a variety of ways: as an additional source of information to estimate consumer preferences, to understand how firms can influence the search process through marketing mix variables, and to analyze how limited information about products affects equilibrium market outcomes. We provide an overview of these three research areas with a particular emphasis on online and offline retailing.