Alex is preparing to train for his first half marathon and is trying to decide which shoes to buy. As a beginner, Alex is unsure about which shoe is best for long$-$distance running. He has a preference for Nike because he already owns other Nike products and believes they are more stylish than other athletic brands. Despite this, Alex sought advice from his friends, who are seasoned runners. They tell Alex that Nike makes good shoes, but Brooks shoes are a better option for his half marathon training because of their arch support, durability, and price.

When Alex arrives at the running store, he sees Brooks and Nike running shoes but tells the salesperson that he wants Nike running shoes. As he was waiting to try on the shoes, Alex saw a Nike ad featuring an Asian runner in front of Tokyo$$s famous Shibuya Crossing. As an Asian American athlete himself, this made him feel even more connected to the brand and solidified his decision to buy Nike shoes over Brooks.

Refer to Scenario $7\mathrm{.}2.$ What phase of the consumer buying process was Alex in when he asked his friends for recommendations?