The Cost of the Search

Some scholars examined the role of advertising in reducing consumers' search costs. Search costs time and effort associated with obtaining and processing information, the search for lower costs and / or higher quality. One of the fundamental concepts is that the rational consumer will continue to collect and process information at the point where the marginal benefits exceed marginal costs. On the basis of the rational consumer does not need to take all available information, advertising.

They focus primarily on advertising as a source of information on prices, the perception of the benefits of finding and processing of advertising such information would vary depending on various factors, including price variability. Economic information (EOI) was later extended include advertising as a source of information about the properties of the products in general, including the benefits of searching and processing of these instruments varies depending on the type of product / feature is advertised.

EOI based on the correspondence between the beliefs and attitudes and behavior. More information is generally desirable and the interests of consumers to the extent that it is not information overload. Beliefs and perceptions of products (such as white is the best detergent to wash white clothes), can lead to a behavior (choice of blue over white washing detergent). This is an important factor in advertising.