Using the DDB data (Tables 1B through 7B) describe the major determinants of the following search-related behaviors and beliefs. What are the marketing implications?
General Regarding marketing implications of high versus low searchers. Two sides of this issue are important. First, since information helps consumers generally make better decisions, one focus is on the policy implications about how to get the low searchers to search more. Second, knowing the characteristics of searchers can be important to adjust approaches to this group.
Finally, the issue of who trusts advertising more (part b) is interesting to discuss in terms of (a) why this is the case, and (b) the public policy concerns related to it.
a) Consult consumer reports before making major purchases
b) Information in advertising helps me make better decisions