Information Search

We can distinguish between two levels of engagement in the information search. The milder search state is called heightened attention, in which a person becomes more receptive to information about a product. At the next level, the person may enter an active information search: looking for reading material, asking friends, going online, and visiting stores to learn about the product.

Marketers must understand what type of information consumers seek—or are at least receptive to—at different times and places.³² Information sources for consumers can be categorized as personal (family, friends) commercial (ads, Web sites, salespeople, packaging, displays), public (mass media, social media), and experiential (handling, using the product). Although consumers receive the greatest amount of information about a product from commercial (marketer-dominated) sources, the most effective information often comes from personal or experiential sources or public sources that are independent authorities.³³

By gathering information, the consumer learns about competing brands and their features. The first box in Figure 5.4 shows the total set of brands available. The individual consumer will come to know a subset of these, the awareness set. Only some, the consideration set, will meet initial buying criteria. As the consumer gathers more information, just the choice set will remain strong contenders. The consumer makes a final choice from these.³⁴ Figure 5.4 shows that a

FiGURE 5.4 Successive Sets Involved in Consumer Decision Making

company must get its brand into the prospect’s awareness, consideration, and choice sets and identify the other brands in the choice set to plan appropriate competitive appeals. In addition, it should identify the consumer’s information sources and evaluate their relative importance so it can prepare effective communications.

Be aware that search behavior can vary online, in part because of the manner in which product information is presented. For example, product alternatives may be presented in order of their predicted attractiveness for the consumer. Consumers may then choose not to search as extensively as they would otherwise.³⁵