Stigler (1961) observed that when consumers are not perfectly informed about prices they will need to search amongst competing firms to discover favourable prices, and proposed that this search process could provide some explanation for the degree of price dispersion observed in real markets. More recently, numerous commentators have suggested that one impact of the introduction of e-commerce will be a reduction in mark-ups that can be sustained by firms due to the increased ease with which consumers are able to compare alternative prices. Unfortunately the dominant, and most challenging, result in the theoretical search literature gives no support to either conjecture.
Diamond (1971) showed that when consumers search sequentially for one commodity, and search costs are strictly positive, the unique equilibrium will be at the monopoly price. When search costs are zero, however, the model reduces to a Bertrand pricing game for which the unique solution is at the competitive price. Diamond’s result generates several uncomfortable implications. Neither equilibria displays price dispersion and there is no search undertaken in equilibrium, so Stigler's conjecture that the search process will sustain price dispersion appears to be unjustified. Second, whenever search costs are positive all firms charge the monopoly price, irrespective of the size of the industry or the actual cost of search. A reduction in search costs will have no impact on the equilibrium price charged, providing the cost of search remains positive. Third, there is a fundamental discontinuity in the equilibrium outcome at zero search costs, when search costs are strictly positive the monopoly price results but at zero search costs the competitive price results. While his results demonstrate, rather dramatically, the potential impact of weakening the assumption of perfect information just a little – it seems unrealistic to suggest that firms can exploit small information imperfections quite so extremely.