Every time Kerry wants to eat salad for lunch, she and her friends go to garden grove, but if she’s craving dessert, she heads straight to cupcake station. in making these choices, she relies on an Internal search for information.
Information exploration is a phase of the decision-making process in which consumers proactively collect and use information from internal and / or external sources to make better purchasing decisions. Internal searches occur when consumers access formerly stored information from their memory. This is the primary source of habitual and limited decision making.
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