Question: What information sources do you think students on your campus use when acquiring the items listed below? Consider the various sources listed in Figure 15-4

What information sources do you think students on your campus use when acquiring the items listed below? Consider the various sources listed in Figure 15-4 in developing your answer. Do you think there will be individual differences? Why?

a. Movies

b. Restaurants

c. Apartment

d. Computer

e. Fitness equipment

f. A charity contribution

g. Dress clothes

h. Cell phones

Figure 15-4

Information sources Internal information External information Passively acquired Actively acquired Actively acquired Low- involvement Personal experience Past Independent Personal Marketer Experiential searches information contacts groups learning

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