Consumer Search and Product Line Length: The Role of the Consumer-Product Fit Distribution

Mohammad Zia
Corresponding Author
Mohammad Zia
[email protected]
https://orcid.org/0000-0003-1642-0723
Argyros College of Business and Economics, Chapman University, Orange, California 92866
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,
Dmitri Kuksov
Dmitri Kuksov
[email protected]
https://orcid.org/0000-0002-3157-5013
Naveen Jindal School of Management, The University of Texas at Dallas, Richardson, Texas 75080
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Corresponding Author

Mohammad Zia

[email protected]

https://orcid.org/0000-0003-1642-0723

Argyros College of Business and Economics, Chapman University, Orange, California 92866

Search for more papers by this author

,

Dmitri Kuksov

[email protected]

https://orcid.org/0000-0002-3157-5013

Naveen Jindal School of Management, The University of Texas at Dallas, Richardson, Texas 75080

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Published Online:18 Dec 2024https://doi.org/10.1287/mksc.2023.0462

Supplemental Material

mksc.2023.0462.sm1.pdf

cover image Marketing Science

Volume 44, Issue 4

July-August 2025

Pages 733-973, iii

Article Information

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Received:October 03, 2023
Accepted:August 31, 2024
Published Online:December 18, 2024

Copyright © 2024, INFORMS

Cite as

Mohammad Zia, Dmitri Kuksov (2024) Consumer Search and Product Line Length: The Role of the Consumer-Product Fit Distribution. Marketing Science 44(4):802-819.

https://doi.org/10.1287/mksc.2023.0462

Keywords

Acknowledgments

All authors certify that they have no affiliations with or involvement in any organization or entity with any financial interest or non-financial interest in the subject matter or materials discussed in this manuscript. The authors have no funding to report.