It consists of two essays. The first essay studies if and how consumers search for low prices (bargains). Using a panel of prices and quantities of consumer purchases measured at the UPC-level, I find that consumers paid lower prices after the Great Recession which is interpreted as an outcome of increased search intensity. There is large heterogeneity among consumers. I categorize consumers, by year, into three types by the degree of search intensity: bargain hunters, average consumers, and inattentive shoppers and find that consumer types are not very persistent. Further,I find that consumers rationally search for lower prices for product categories of which they consume a lot while they search less for lower prices for products they con...