Why information search most important part of decision making process?
Question by Israt: Why information search most important part of decision making process?
Best answer:
Answer by Cricket
Because without the correct information you can’t make a well informed or educated decision. If for example you were trying to decide what to wear on a date. A woman would not wear a coctail dress if her date were planning a night of bowling but without being informed she would be unable to pick the apropriate attire.
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Information Search—the second step in the consumer decision making process is information search. Internal search involves a scan of information stored in memory to recall past experiences or knowledge regarding purchase alternatives. External search involves go to outside sources to acquire information such as personal sources, marketer controlled sources, public sources, or through personal experiences such as examining or handling a product.
Perception—perception is the process by which an individual receives selects, organizes, and interprets information to create a meaningful picture of the world. There are a number of processes involved in perception which determine how marketing information will be received:
•Sensation—the immediate and direct response of the senses to a stimulus such as an advertisement.
•Selecting information—determining whether incoming information will be attended to and how much attention it will be given.
•Interpretation—the process by incoming information is interpreted and assigned meaning.
•Selective perception—a filtering or screening may occur at various stages of the perceptual process such as exposure, attention, comprehension and retention.
•Subliminal perception—refers to the ability of an individual to perceive a stimulus that is below the level of conscious awareness. The possibility that marketers could use subliminal advertising to influence consumers at a subconscious level has very strong ethical implications.