Information Search
Once the consumer has recognised a problem, they search for information on products and services that can solve that problem. Belch and Belch (2007) explain that consumers undertake both an internal (memory) and an external search.
Sources of information include:
- Personal sources
- Commercial sources
- Public sources
- Personal experience
The relevant internal psychological process that is associated with information search is perception. Perception is defined as "the process by which an individual receives, selects, organises, and interprets information to create a meaningful picture of the world". Consumers' tendency to search for information on goods and services makes it possible for researchers to forecast the purchasing plans of consumers using brief descriptions of the products of interest.
The selective perception process
Stage Description
- Selective exposure consumers select which promotional messages they will expose themselves to.
- Selective attention consumers select which promotional messages they will pay attention to.
- Selective comprehension consumer interpret messages in line with their beliefs, attitudes, motives and experiences.
- Selective retention consumers remember messages that are more meaningful or important to them.
The implications of this process help develop an effective promotional strategy, and select which sources of information are more effective for the brand.
Read more about this topic: Consumer Behaviour
Famous quotes containing the words information and/or search:
“I was brought up to believe that the only thing worth doing was to add to the sum of accurate information in the world.”
—Margaret Mead (1901–1978)
“The meaning of the Street in all ways and at all times is the need for sharing life with others and the search for community.”
—Virginia Hamilton (b. 1936)