__________ for information is needed when past experience or knowledge is insufficient,the risk of making a wrong purchase decision is high,and the cost of gathering information is low.
A) external search
B) internal search
C) alternative evaluation
D) cognitive search
E) postpurchase search

Question

Quizplus · Accepted Answer

External search is needed when consumers lack past experience or knowledge, and the risk of making a wrong decision is high. This type of search involves seeking information from sources such as personal contacts, advertising, or online reviews. If the cost of gathering information is low, it makes sense for consumers to conduct an external search to increase the chances of making a good purchase decision. Internal search (B) is the process of recalling past information from memory, but it is only effective when consumers have relevant past experience or knowledge. Alternative evaluation (C) refers to the process of comparing different options based on their features, benefits, and costs. Cognitive search (D) is not a common term in consumer behavior literature, and postpurchase search (E) occurs after the purchase has been made to confirm the choice or seek reassurance.

__________ for Information Is Needed When Past Experience or Knowledge