While consumer search behavior has been studied for many years, its treatment has been limited to purchase contexts. This article defines ongoing search as search occurring outside of the purchase process, and places it within an overall framework for consumer search. In addition, it presents results of an exploratory study of ongoing search indicating that recreational or hedonic motives for ongoing search are more significant than practical, informational motives. This study also shows that product involvement is strongly linked to ongoing search and that ongoing searchers appear to be important elements in the marketplace.