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Scanning your memory for previous experiences with products or brands is called
A) problem recognition.
B) alternative evaluation.
C) cognitive dissonance.
D) internal search.
E) external search.
Cognitive Dissonance
The mental unease felt by a person when they simultaneously possess conflicting beliefs, ideas, or values.
Internal Search
The process by which consumers use their own memory and knowledge to identify possible choices in purchasing decisions.
External Search
The process consumers engage in by seeking information from sources outside of their personal knowledge base to make informed purchase decisions.
- Capturing the essence of stages in the consumer decision process for purchasing.
- Fathom the importance and ramifications of seeking information from sources inside and outside the entity.
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Learning Objectives
- Capturing the essence of stages in the consumer decision process for purchasing.
- Fathom the importance and ramifications of seeking information from sources inside and outside the entity.
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