Shopping is a constant activity of consumers. As years go by,they will have engaged in it a thousand times for hundreds ofproducts, with considerable investment of time and effort.Thus, buying things and shopping come to occupy aconsiderable segment of one’s life at large. Consequently,comparison shopping (or not) becomes a personality trait ofconsumers who engage in it extensively. Furthermore, ashumans, we play multiple roles (e.g. professor, parent,coworker, etc.) and being a shopper also becomes one of thoseroles, especially among habitually comparison shoppers, whoundertake that responsibility seriously. How do consumerslook at this role?