In this weeks chapter, it focuses on the consumer decision-making process. The text elaborates on the five steps of the consumer decision-making process: (1) Need recognition, (2) Information Search, (3) Evaluation of Alternatives, (4) Purchase, and (5) Post-purchase Behavior (pg. 85).
It is implied that customers go through this five step idea when purchasing a product, and that can overall determine the success or failure of their purchase. Each step is then broken down into how it actually affect the consumer, and what occurs during each step.
In the second step, information search which is made up of two different types of information searching; these include internal information search and external information search. Internal information search is defined as the process of recalling past information stored in the memory. External information search is defined as the process of seeking information in the outside environment.
The texts says that a consumer can use either one of the above mentions information searches, however, do you believe one way of information searching, being that of internal or external in more beneficial in the consumer decision-making process, or should they both be considered equally?
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