Internal and External Information Search

Paper instructions

Question/Prompt: Discuss the process of internal and external information search and its role in different decision types. What information sources do you think consumers use when acquiring one of the items listed below? Choose 2 items and compare and contrast the information source.

Movies
Restaurants
Homes or Apartments
Computer
Wireless Phone Provider
Smartphone
Tablet

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Internal and External Information Search

In internal information search, consumers seek to identify alternatives from their memory. It is a type of search that is common where decisions are regarding low involvement products such as choosing a small restaurant. Consumers will rarely search online for a small, fast food restaurant; they need to retrieve information from their memory.

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