Also, there is a cost associated with searching. Consumers may intentionally forego the effort for perceived low marginal gains (especially in nominal rather th

Also, there is a cost associated with searching. Consumers may intentionally forego the effort for perceived low marginal gains (especially in nominal rather than percentage terms, e.g. "I'm not going to waste my time to save a quarter." even if the quarter is a significant percentage difference). This is one of the factors in the success of Amazon. People "value" convenience.