Search in Service of Choice

Understanding consumer search behavior is crucial for businesses and policymakers aiming to effectively engage with consumers through product offerings and interventions. Consumer search remains a significant research topic across disciplines such as marketing, economics, and psychology. However, differences in theoretical assumptions and methodological approaches across these fields pose challenges that hinder interdisciplinary knowledge and theory integration. Theoretical assumptions about search range from randomness in relation to choice value to search being influenced by cognitive and visual factors. Methodological approaches vary from direct observations, like eye tracking, to inferences from observed choices. To address the lack of consensus and facilitate scientific progress, we propose a framework for integrating theoretical and methodological approaches across disciplines. We review six prominent theoretical models, each with distinct terminologies and focus areas. For each model, we review its background, aims, core assumptions, and provide illustrative examples. Our contribution is a synthesis initiative that resolves terminological differences and outlines a path toward theory integration. We discuss how our framework can guide future research and foster a more comprehensive understanding of consumer search and choice.