Key points are not available for this paper at this time.
Is the consumer a rational being who shops as long as he finds the value of the information so secured to be greater than its cost? A good deal of the literature in marketing might indicate that this is so. But this hypothesis has never been subjected to extensive empirical test. This is why this report on a research project dealing with shopping behavior is of considerable interest.
Louis P. Bucklin (Sat,) studied this question.