1. Information Search CHAPTER FIFTEEN
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Information Search in Consumer Decisions
15-1
What is the performance of each solution on each evaluative criterion?
Can a decision be made?
What evaluative criteria are needed?
Information search terminates
YES
What solutions exist?
Information search continues NO
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

3. Categories of Decision Alternatives
15-2
All potential alternatives
(brands, products)
Awareness set Alternatives the consumer is aware of
Unawareness set Alternatives the consumer does not know about
Evoked set
Alternatives given consideration
Inert set
Backup alternatives
Inept set
Avoided alternatives
Specific alternative purchased
Alternatives considered, but not purchased
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

4. Awareness and Evoked Sets for Various Products
15-3
Number of brands
Awareness
Evoked
Beer Mouth Tooth- Deodor- Gasoline Fast Soft Ground Dish wash paste ant food drinks coffee washing
detergent
Source: J. Roberts, “A Grounded Model of Consideration Set Size and Composition,” in Advances in Consumer Research XVI, ed. T. K. Srull (Provo, Utah: Association for Consumer Research, 1989), p.750.

5. Information Sources for a Purchase Decision
15-4
Information sources
Internal information
External information
Actively acquired
Passively acquired
Low-involvement learning
Personal experience
Past searches
Independent groups
Personal contacts
Marketer information
Experiential
Source: Adapted from H. Beales, M. B. Jages, S. C. Salop, R. Staelin, “Consumer Search and Public Policy” Journal of Consumer Research, June 1981, p. 12.

6. Prepurchase Information Search for Services after a Move
15-5
Source
Personal
Friends
Professionals
(lawyer, dentist, etc.)
Real estate
agents
Total personal
Marketing
Advertising
Yellow Pages
Total marketing
Physical search
Total physical
search
Medical
Legal
Veterinary
Percent of total sources used
Source: J. B. Freiden and R. E. Goldsmith, “Prepurchase Information Seeking for Professional Services,” Journal of Services Marketing, Winter 1989, p. 49.

7. Percent of Purchasers Who Compare Brands or Models before Buying
15-6
Percent comparing
models or brands
The more expensive/important the purchase, the more likely the consumer is to compare models or brands.
Source: Warranties Rule Consumer Follow-Up, (Washington D.C.: Federal Trade Commission, 1984, p. 26.

8. Perceived Costs and Benefits of Consumer Search Guide Search Effect
15-7
Do the expected benefits of external search exceed the expected costs?
Benefits obtained
Financial
Psychological
Physical
Product
YES
Terminate search effort
Costs of search
Out-of-pocket expenses
Psychological
Time
Activities missed NO
Continue search effort
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

9. Factors Affecting External Search
15-8
Influencing Factor Increasing the Influencing Factor
Causes the Search to:
I. Market characteristics
A. Number of alternatives Increase
B. Price range Increase
C. Store concentration Increase
D. Information availability Increase
1. Advertising
2. Point-of-purchase
3. Sales personnel
4. Packaging
5. Experienced consumers
6. Independent sources
II. Product characteristics
A. Price Increase
B. Differentiation Increase
C. Positive products Increase
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

10. Factors Affecting External Search
15-8 (II)
Influencing Factor Increasing the Influencing Factor
Causes the Search to:
III. Consumer characteristics
A. Learning and experience Decrease
B. Shopping orientation Mixed
C. Social status Increase
D. Age and household life cycle Mixed
E. Product involvement Increase
F. Perceived risk Increase
IV. Situation characteristics
A. Time availability Increase
B. Purchase for self Decrease
C. Pleasant surroundings Increase
D. Social surroundings Mixed
E. Physical/mental energy Increase
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

11. Marketing Strategies Based on Information Search Patterns
15-9
Target Market Decision-Making Pattern
Nominal Limited Extended
Decision Decision Decision
Making Making Making
(no search) (limited search) (extensive search)
Brand in Maintenance Capture Preference strategy
evoked set strategy strategy
Brand not Disrupt Intercept Acceptance strategy
in evoked set strategy strategy
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.