My dissertation work investigates the relationship between consumer experience in a market and decision-making. The research is unique because of the focus on learning about aggregate uncertainty as opposed to the large amount of research that has been done in the economics and marketing literatures investigating how individuals learn about their specific match with products. I use a novel dataset collected on consumers in the UNC textbook market to engage in two projects that comprise my dissertation research. The first chapter relies on a structural approach to identifying changes in consumers' search costs as they repeatedly participate in a market and quantify the welfare implications that result from differences in market tenure. The second chapter investigates the extent to which consumers' beliefs about price distributions reflect actual empirical distributions and whether these beliefs become more accurate with experience.