The marginal benefit of search is combined with the marginal cost of search to identify the efficient amount of information search. Acquiring information is beneficial, but doing so incurs a cost. Information is produced. Information is consumed. Efficiency is achieved by equating the incremental opportunity cost incurred in the production or acquisition of information (marginal cost of search) with the increment benefit generated from the information (marginal benefit of search).

Benefit Sources

The Curve

• Price Differentials: One benefit generated by search effort is uncovering lower prices. To the extent that price differentials exist for a product, search effort is more beneficial. If, for example, the price of Wacky Willy Stuffed Amigos varies from $4.95 to $5.00, search effort can generate only up to $0.05 in saving benefit. Alternatively, if the price ranges from $1.00 to $10.00, then search effort can generate up to $9.00 in saving.


• Total Expense: Related to price differentials is the total expenditure on a good. More expensive goods are likely to have greater absolute price differentials that less expensive goods. For example, a 10% price differential for a $20,000 OmniMotors XL GT 9000 generates a larger absolute value ($2,000) and is potentially more beneficial than the same proportional differential on a $5.00 Wacky Willy Stuffed Amigo ($0.50).


• Purchase Frequency: Because the overall saving is greater, goods purchased more frequently generate greater search effort benefits than those purchased less frequently. Saving $0.05 on the daily purchase of a cup of coffee, for example, generates greater total search benefit ($18.25) than saving $10 on a pair of shoes purchased once a year.


• Price Fluctuations: Also related to price differentials is fluctuations in prices. A good with readily steady and consistent prices generates less search benefit than one that fluctuates more. Because the price of fresh peaches fluctuates between growing and non-growing seasons, search benefit is greater than for canned peaches with a more stable price.


• Production Techniques: On the production side, variation in production techniques or technology also affects search benefit. Goods that employ a wide variety of techniques or are subject to technological advances provide greater search benefit. For example, searching for new ways to manufacture a cell phone, with constantly evolving technology, is bound to prove more beneficial that new ways to make a stuffed animal.


• Satisfaction Differentials: Lastly, individual preferences generate differential search benefit. Some people are naturally more curious than others and obtain greater intrinsic satisfaction from information.

Marginal Benefit of Search Curve