AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
1. Understand the nature of information search, the differences between internal and external information search, when each occurs, and why.
2. Understand the nature of the awareness, evoked, inert, and inept sets and the implications these concepts have for marketing strategy.
3. Understand the “economics” of search in terms of the perceived benefits versus perceived costs of search.
4. Understand the conditions that lead to greater or lessor amounts of external search.
5. Understand how marketing strategies can be developed based on the information search patterns associated with habitual, limited, and extended decision making coupled with the brand’s position in or out of the evoked set.