| Awareness set | List of brands thought of as a potential solution.
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| Behavioral targeting | Involves tracking consumer click patterns on a Web site and using that information to decide on banner ad placement.
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| Bots | Software "robots" that do the searching for users.
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| Consideration set | Those brands or products one will evaluate for the solution of a particular consumer problem.
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| Evoked set | Those brands or products one will evaluate for the solution of a particular consumer problem.
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| External search | Occurs when the search process is focused on external information relevant to solving the problem.
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| Inept set | Brands that are actively disliked or avoided by the consumer.
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| Inert set | Brands of which the consumer is aware but basically indifferent toward.
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| Internal search | Occurs once a problem is recognized and relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate way to compare solutions, and so forth.
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| Ongoing search | Done both to acquire information for possible later use and because the process itself is pleasurable.
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| Perceived risk | A function of the individual, the product, and the situation.
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| Search engine optimization (SEO) | Involves techniques designed to ensure that a company's Web pages "are accessible to search engines and focused in ways that help improve the chances they will be found."
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