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Time as a Direct Source of Utility: The Case of Price Information Search for Groceries

JANE KOLODINSKY
The Journal of Consumer Affairs
Vol. 24, No. 1 (Summer 1990), pp. 89-109
Published by: Wiley
Stable URL: http://www.jstor.org/stable/23858675
Page Count: 21
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Time as a Direct Source of Utility: The Case of Price Information Search for Groceries
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Abstract

A "joint production" model that combines aspects of household production and the economics of information is formulated to explain variation in time spent in price information search for groceries by dual earner households. Enjoyment of search time, a psychological variable, is incorporated into the model. Empirical estimation using grocery expenditure data indicates that enjoyment, income, age, the price of search time, presence of young and teenage children, daily use of a microwave oven, and the percentage of a market basket filled with name brand items are significant factors in explaining variation in time spent in price information search.

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