Three Presumptions About Consumers Some are poorly informed in this product category Some are very price elastic in this product category Some have high transaction costs(other than search costs ll-1611-16 Three Presumptions About Consumers ƒ Some are poorly informed in this product Some are poorly informed in this product category category ƒ Some are very price elastic in this Some are very price elastic in this product category product category ƒ Some have high transaction costs (other Some have high transaction costs (other than search costs) than search costs)