Identify and discuss the five factors that influence the amount of search performed by consumers in a typical decision making process.. Sociology

What is the consumer decision - making process?

1). Involvement:the degree of personal relevance that a consumer finds in pursuing value from a given act. Purchase involvement is positively associated with search activities, especially for ongoing searches. Because involvement represents a level of arousal and interest in a product, search tends to increase when a consumer possesses a high level of purchase involvement.

2). Perceived risk: perception of the negative consequences that are likely to result from a course of action and the uncertainty of which course of action is best to take. As perceived risk increases, search effort increases. The consumption act including, financial, social, performance, physical, and time risk.

3). Time availability: All other things being equal, more time to spend on search usually results in increased search activity. Because time is valued so highly by most consumers, search will decrease when time constraints are present.

4). Attitude toward shopping: Consumers who value shopping and who possess positive aptitudes toward shopping generally spend more time searching for product information

5). Personal factors: Search tends to increase as a consumer's level of education and income increase. Search also tends to decrease as consumers become older.

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