You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
The Value of Time Spent in Price-Comparison Shopping: Survey and Experimental Evidence
Howard Marmorstein, Dhruv Grewal and Raymond P. H. Fishe
Journal of Consumer Research
Vol. 19, No. 1 (Jun., 1992), pp. 52-61
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489187
Page Count: 10
You can always find the topics here!Topics: Shopping, Consumer research, Wage rate, Overtime, Consumer prices, Opportunity costs, Consumer psychology, Consumer behavior, Information economics, Prices
Were these topics helpful?See somethings inaccurate? Let us know!
Select the topics that are inaccurate.
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
The value that consumers place on time spent in price-comparison shopping is central to the economics of information theory and models of consumers' search behavior. Yet few empirical studies have examined consumers' subjective value of time. Building on Gary Becker's work, this article presents two tests of a model of the subjective value of time. In an effort to explain consumers' subjective value of time while they are price-comparison shopping, the model introduces perceived enjoyment of shopping as a new explanatory variable. The findings reveal that respondents incorporate both wage rates and perceived enjoyment of price-comparison shopping into their subjective value of time.
Journal of Consumer Research © 1992 Oxford University Press