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This problem is investigated in the frame of a normative approach. The predecessors of this investigation are papers by \\textit{A. Wolinsky} [Q. J. Econ. 101, 493--511 (1986; Zbl 0604.90026)] and \\textit{D. Stahl} [``Oligopolistic pricing with sequential consumer search'', Am. Econ. Rev. 79, No. 4, 700--712 (1989), \\url{http://www.jstor.org/stable/1827927}]. In this paper, the custom ``perfect recall assumption'' is replaced by the assumption of ``costly revisits'' to stores already searched. The main object of modeling and investigation is the ``reservation price'' function which defines the stopping rule and which is defined as follows. Consumers have a choice whether or not to buy an alternative \\(i\\) out of a finite number of alternatives. The alternatives' prices \\(p_{i}\\) are distributed according to the distributions \\(F_{i}(p)\\). The expected value of continuing search depends on future period expected values. The smallest price in a sample of \\(k - 1\\) prices previously sampled is \\(p_{k - 1}^{s}\\). For each value of \\(p_{k - 1}^{s}\\) there is a unique value of \\(p_{k}\\) such that an individual consumer is indifferent between buying at \\(p_{k}\\) and either going back to one of the previously sampled firms and buying there or continuing the search. This value is denoted as ``reservation price'' \\(\\rho _{k}(p_{k - 1}^{s})\\). The implications of costly revisits for the Wolinsky and Stahl search models are 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