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Prior research indicates that goods contain either search or experience attributes and those that are categorized as search goods may induce more product information search efforts prior to purchase. Considering the low search cost online, search goods could easily prompt even more search efforts. However the experiment results of this study indicate an interesting finding that seem to go against this projection by showing more search efforts (including online advertisements click-throughs and searching time) for experience goods than for search goods. Explanations to the finding which in part echoing Klein’s (1998) proposition of virtual experience are provided and implications for online advertising are drawn.