“…Wolinsky (1986) is an early contribution to the study of consumer search for horizontally di¤erentiated products (for related contributions, see, e.g., Anderson and Renault, 1999;Armstrong et al, 2009;Haan and Moraga-González, 2011;Rhodes, 2011). Recent papers have analyzed consumer search across vertically-di¤erentiated …rms (e.g., Athey and Ellison, 2011;Chen and He, 2011), under both horizontal and vertical di¤erentiation (e.g., Eliaz and Spiegler, 2011;Bar-Isaac et al, 2012;Chen and Zhang, 2018), or with investment in product quality (e.g., Fishman and Levy, 2015;Moraga-González and Sun, 2019) 4 . All of these and other studies in the search literature assume that consumers will learn all information about a product through search before making a purchase.…”