1:00:00 PM
Active Search
There are situations in which buyers will not obtain adequate information for decision making from sources to which they are normally exposed. In such cases, they may actively seek out information from advertising in special interest magazines, by soliciting opinions from others, or by reading technical reports.
Active search generates exposures that are extremely important because of the salience of the information to the receiver. Such exposures will be more likely to affect product knowledge and attitude structure than those not associated with effort. Furthermore, the receiver is apt to be close to a purchase and the chances of forgetting the message are therefore lower. Active search is more likely to occur when risk and uncertainty are high-with major purchases, products involving relatively high involvement, and products that are new. The need for information will be highest for new products and lowest for brands with which a buyer is very familiar. As buyers develop brand loyalty, for example, their need for product information will be reduced. Evans found that automobile buyers who repurchased the same make are less likely to shop than are those who switched from one make to another. The active search for information is likely to be highest among those consumers who already have some knowledge and expertise about the product category-prior knowledge facilitates comprehension of additional information.
Those with lesser knowledge may seek less "hard" information, process it less analytically, and rely more on friends and salespeople for advice.
Posted in: 
0 comments:
Post a Comment