Following problem recognition, consumers may engage
in extensive internal and external search, limited internal
and external search, or only internal search. Information
may be sought on (1) the appropriate evaluative
criteria for the solution of the problem, (2) the existence
of various alternative solutions, and (3) the performance
of each alternative solution on each evaluative
criterion.
Most consumers, when faced with a problem, can recall
a limited number of brands that they feel are probably
acceptable solutions. These acceptable brands, the
evoked set (also known as the consideration set), are the
initial ones that the consumer seeks additional information
on during the remaining internal and external
search process. Therefore, marketers are very concerned
that their brands fall within the evoked set of
most members of their target market.
Consumer internal information (information stored
in memory) may have been actively acquired in previous
searches and personal experiences or it may have been passively acquired through low-involvement
learning. In addition to their own memory, consumers
can seek information from four major types of external
sources: (1) personal sources, such as friends and family;
(2) independent sources, such as consumer groups,
paid professionals, and government agencies; (3) marketing
sources, such as sales personnel and advertising;
and (4) experiential sources, such as direct product inspection
or trial.
The Internet is commonly used as a source of information.
While the Internet can decrease the costs of
information search and lead to enhanced decisions, it
can also lead to information overload. Online services
that utilize shopping bots are increasingly popular with
consumers as a means of establishing their consideration
sets and for aiding in the decision itself. Marketing
segmentation and targeted approaches are increasingly
common as online users become more diverse.
Marketers must be concerned with both driving their
information to consumers and driving consumers to
their information. Traditional offline media, Web advertising,
search engine optimization, and behavioral
targeting can help to accomplish these goals.
Explicit external information search after problem
recognition is limited. This emphasizes the need to
communicate effectively with consumers prior to problem
recognition. Characteristics of the market, the product,
the consumer, and the situation interact to influence
the level of search.
It is often suggested that consumers generally should
engage in relatively extensive external search prior to
purchasing an item. However, this view ignores the fact
that information search is not free. It takes time, energy,
money, and can often require giving up more desirable
activities. Therefore, consumers should engage in external
search only to the extent that the expected benefits
such as a lower price or a more satisfactory purchase
outweigh the expected costs.
Sound marketing strategy takes into account the nature
of information search engaged in by the target market.
The level of search and the brand's position in or out
of the evoked set are two key dimensions. Based on
these two dimensions, six potential information strategies
are suggested: (1) maintenance, (2) disrupt, (3) capture,
(4) intercept, (5) preference, and (6) acceptance.
