External Search

Definition

External search refers to the process of gathering information from sources outside of an individual's own memory or personal experience when making a purchasing decision. This is a crucial step in the consumer decision-making process as it allows consumers to explore alternative options and gather the necessary information to make an informed choice.

5 Must Know Facts For Your Next Test

1. External search is typically initiated when a consumer's internal search (i.e., their own knowledge and experience) is insufficient to make a satisfactory purchasing decision.
2. The primary sources of external information for consumers include personal sources (e.g., friends, family, colleagues), commercial sources (e.g., advertising, websites, salespeople), public sources (e.g., consumer reports, government agencies), and experiential sources (e.g., examining products in-store).
3. The depth and breadth of a consumer's external search is influenced by factors such as the perceived risk of the purchase, the consumer's level of involvement, and the availability and accessibility of information.
4. Effective external search can help consumers identify a wider range of alternatives, gather more detailed information about product features and performance, and make a more informed purchase decision.
5. The Internet has significantly expanded the scope and ease of external search, allowing consumers to quickly and efficiently access a vast array of information from a variety of sources.

Review Questions

• Explain how external search fits into the overall consumer decision-making process.
  • External search is a crucial step in the consumer decision-making process, occurring after the initial problem recognition stage and before the evaluation of alternatives. During external search, the consumer gathers information from sources outside of their own memory and personal experience to supplement their internal knowledge. This allows the consumer to identify a wider range of potential options and gather more detailed information about product features, performance, and pricing to inform their final purchase decision.
• Describe the primary sources of external information that consumers may use during their purchasing decision-making process.
  • Consumers can gather external information from a variety of sources, including personal sources (e.g., friends, family, colleagues), commercial sources (e.g., advertising, websites, salespeople), public sources (e.g., consumer reports, government agencies), and experiential sources (e.g., examining products in-store). The specific sources used by a consumer will depend on factors such as the perceived risk of the purchase, the consumer's level of involvement, and the availability and accessibility of information. The rise of the Internet has significantly expanded the scope and ease of external search, allowing consumers to quickly and efficiently access a vast array of information from a variety of sources.
• Analyze how the depth and breadth of a consumer's external search can impact their final purchase decision.
  • The depth and breadth of a consumer's external search can have a significant impact on their final purchase decision. A more extensive external search, where the consumer gathers information from a wide range of sources and explores a larger number of alternatives, can help them identify products that better meet their needs and preferences. This can lead to a more informed and satisfactory purchase decision. Conversely, a limited external search may result in the consumer overlooking potentially better options or making a decision based on incomplete information, which could lead to dissatisfaction with the final purchase. The level of external search is influenced by factors such as the perceived risk of the purchase, the consumer's level of involvement, and the availability and accessibility of information, all of which can ultimately shape the consumer's decision-making process and final choice.

Related terms

Information Search:

The process of actively seeking out information to make a purchasing decision, which can involve both internal and external sources.

Consumer Decision-Making Process:

The series of steps a consumer goes through when making a purchasing decision, including problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.

Evaluation of Alternatives:

The stage in the consumer decision-making process where the consumer compares the various options they have identified through their information search to determine the best choice.