Consumers need not evaluate all available product information before making a purchase. This may arise because shopping environments prevent a full evaluation (e.g. online). We develop a model of simultaneous search in which consumers have limited ability in product evaluation in order to study...

This paper compares consumers’ optimal search behaviors and firms’ strategic reactions in prices under two modes of search: parallel search vs. sequential search, with incorporation of partial search depth which measures the amount of information to evaluate for a product. Our analysis shows...