Information Search in Consumer Behavior

Introduction to Information Search

• After recognizing a problem, a consumer needs to find information to resolve it.
• Information search is the process by which a consumer explores the environment and finds data to make a reasonable decision.
• This reading examines the information search process and reviews some factors that influence it.
• The goal is to advance knowledge of consumer behavior.

Examples: Three Buying Situations (From the Transcript)

• Interview 1: The computer
  • Daniela needs a new computer because her current one broke; she uses work both at home and in the office.
  • Priorities: higher processing power, more RAM, lighter weight.
  • Research steps: searched online, read opinions/reviews, consulted magazines, and asked friends who know computers.
  • Outcome: she was able to narrow the list in the store and feels she has a reasonable idea of what she wants.
  • Implication: this is a planned (external) search guided by an identified need.
• Interview 2: The milk
  • Daniela found exactly what she wanted and knew what she wanted beforehand.
  • Did not conduct additional information search before purchase.
  • Reason: strong brand loyalty and routine choice.
• Interview 3: The dress
  • Routine decision triggered by not finding anything in the wardrobe that fits the need.
  • Research steps: during lunch break, she searched online at familiar stores and some recommended by friends; sometimes checks body shape and fabric to see what fits; then went to purchase.
  • Requirements: a party dress and something more formal for work.

Types of Information Search Activities

• After a goal is set, the consumer continues to seek information to identify alternatives and form the final acquisition decision.
• More alternatives available => greater freedom in decision making.
• Definition: "search" includes both physical information gathering and cognitive processing to facilitate decision-making about a market object.
• A consumer may engage in internal search after recognizing a need, or may enjoy ongoing information search related to personal interests or hobbies (often mixing with advertising and novelty exposure).
• The first step is listening to internal cues: memories of past decision processes influence current evaluations.
• Búsqueda before purchase (pre-purchase search): the most common form when the aim is a specific purchase and better decision quality.
• Búsqueda continua (ongoing search): a separate activity not driven by a current problem; builds a personal information bank for future use (e.g., car enthusiasts continually updating knowledge via magazines, TV programs, samples, and expos).

Internal vs External Search; Sources

• Internal search: the first resort; uses memory and information stored related to the current situation; if sufficient, the consumer stops searching and proceeds to purchasing.
• External search: invoked when internal information is not enough or there is a lack of ongoing information; gathers data from outside sources such as mass media, friends, family, sellers, and opinion leaders.
• These concepts are summarized from Filadd (2020) and foundational texts.

Daniela’s Case Revisited: Which Purchases Involve Which Search Types

• Computer purchase: external search due to low technical knowledge; actions include visiting websites, reading specialized magazines, reading reviews, and asking informed friends.
• Milk purchase: internal search dominates; relies on memory of past experiences with the brand and does not engage external sources.
• Dress purchase: primarily internal search; visits stores she already knows or was suggested by friends; also develops a continuous search mindset by exploring fashion knowledge related to body type and fabric.

Quick Quiz: When is Internal Information Search Most Likely?

• Question: In which of the following situations would a consumer undertake an internal information search?
  • Choices:
  • Routine purchases
  • High-risk purchases
  • Low-risk purchases
  • Innovative purchases
• Likely Answer: Routine purchases (internal search is more probable when information stored in memory adequately supports the decision; routine choices rely on past experience).
• Rationale: Internal search relies on memory and past experiences, especially for familiar or low-risk purchases; for Daniela’s cases, milk (loyalty) exemplifies this pattern.

Types and Sources of Information

• External information landscape: three broad categories of information content important for consumers:
  • Existence and availability: whether multiple options exist (e.g., Product A, B, C).
  • Properties and attributes: features and characteristics of each option.
  • Criterios valorativos (evaluation criteria): the standards by which options are judged.
• The type of information sought depends on prior knowledge:
  • If the consumer knows little about the options, search focuses on existence of options and evaluation criteria.
  • If the consumer believes they have enough information, search focuses on comparing features.
• Information sources (channels) include three general groups:
  • Commercial channels: advertising, point-of-sale displays, demonstrations, or salespeople.
  • Pros: accessible, low effort, perceived as competent.
  • Personal channels: friends, family, and opinion leaders.
  • Pros: flexible, credible, and honest.
  • Neutral channels: government reports, newspapers, consumer associations.
  • Pros: perceived as competent and well-intentioned; fact-based.

Activity of Daniela Applied to Information Sources

• Based on Daniela’s dress purchase: does she rely on commercial sources?
• Based on Daniela’s milk purchase: does she rely on commercial sources?
• Based on Daniela’s computer purchase: does she rely on personal sources?
• For the dress purchase: does she rely on neutral sources?
• For the computer purchase: does she rely on neutral sources?
• For the milk purchase: does she rely on neutral sources?
• (These statements mirror the evaluation prompts from the transcript and can be used as quick checks in class.)

Determinants of External Search Level

• Several factors influence how much external information a consumer seeks:
  • Market conditions: information availability, number of options, and store locations.
  • Individual factors: prior experience, education, and cognitive processing ability.
  • Situational factors: time availability and any special opportunities during the purchase.
  • Perceived risk: uncertainty about the best purchase decision and its consequences; higher risk tends to drive more information gathering.

Table 1: Characteristics of the Different Types of Information Search (Summarized)

• Internal search (information stored related to the present situation):
  • Context: Routine purchases; Past experiences.
• Continuous search (information for updating data of interest):
  • Context: Updating purchases; Best accessed via specialized magazines.
• External search (information to complete data when internal info is scarce):
  • Context: Complex purchases; Advertising.
• Pre-purchase search (information related to the purchase situation):
  • Context: Specific purchase; Product reviews.
• Note: The table is summarized here as a quick reference to the four main categories and their typical contexts, reflecting the content from Filadd (2020) and Benítez de Vendrell (2007).

References

• Benítez de Vendrell, B. (2007). Las conductas de búsqueda de información. Una mirada humanística y social. España: Universidad de Granada.
• Filadd (2020). Comportamiento del consumidor. Blog Filadd. https://filadd.com/doc/comportamiento-del-consumidor-modulo-3-docx
• Schiffman, L. y Wisenblit, J. (2015). Comportamiento del consumidor. Pearson Educación. https://elibro.net/es/lc/biblioues21/titulos/38004
• Nota: Se citan también las URLs de referencia de acceso rápido mencionadas en el material (p. ej., https://bit.ly/3Tg956w).

End of Notes