Two Questions How can such price dispersion persist in markets where consumers behave in a rational manner. that is when consumers search for the lowest price? How do rational consumers optimally search for a low price in a market with dispersed pricesTwo Questions • How can such price dispersion persist in markets where consumers behave in a rational manner, that is, when consumers search for the lowest price? • How do rational consumers optimally search for a low price in a market with dispersed prices?