Economic models reviewed earlier depict consumer search as a multistage process in which consumers gather information and then assess whether to search further (Branco, Sun, and Villas-Boas 2012; Moorthy, Ratchford, and Talukdar 1997; Weitzman 1979). We formulate our hypotheses from the viewpoint of the consumer who has visited the store, gathered information, and now must decide whether to search and possibly purchase online (i.e., showroom) or not.