MKT 100 Lecture Notes - Lecture 49: Personal Knowledge Base, Jessica Simpson, Buzz Cut

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Bonato

Document Summary

The second step, after a consumer recognizes a need, is to search for information about the various options that exist to satisfy that need. The length and intensity of the search are based on the degree of perceived risk associated with purchasing the product or service. If the way your hair is cut is important to your appearance and self-image, you may engage in an involved search for the right salon and stylist. Alternatively, an athlete looking for a short buzz cut might go to the closest, most convenient, and cheapest barber shop. Regardless of the required search level, there are two key types of information search: internal and external, as depicted in exhibit 5. 3. Internal search for information in an internal search for information, the buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences.