Decision Point: Information Search

After sharing your recommendation with the director on how to target the first phase of the decision$-$making process with advertising, she gives you another task.

She says, "I would now like you to consider the next phase in the decision making process, information search. As we know, our consumers of healthy snacks take their time when they evaluate different healthy snack alternatives. Market research has shown that most of our consumers are new to the healthy food market and have very little knowledge of healthy snack alternatives. It is important we understand how these new$-$to$-$the$-$market consumers search for information."

What would be the best way to describe the information search patterns of new healthy snack consumers?

Select an option from the choices below and click Submit.

Consumers with limited product knowledge search the least.

Consumers with limited product knowledge search a moderate amount.

Consumers with limited product knowledge search the most.

You chose that consumers with limited product knowledge search the most. This was not the best choice. Consumers who are moderately knowledgeable search the most.