Consumer Behavior
Chapter 15
Information Search
Based on Consumer Behavior, 13th ed. By Hawkins, Mothersbaugh and Best
Learning Objectives
1. Discuss internal and external information search and their role in different
decision types.
2. Summarize the types of information consumers search for.
3. Describe the categories of decision alternatives relating to the evoked set.
4. Discuss available information sources and the role of Internet and mobile
search.
5. Discuss the major cost–benefit factors driving the amount of external
search.
6. Summarize the marketing strategies based on information search patterns.
Marketing Strategy Based on
Information Search Patterns
• Maintenance Strategy
• Disrupt Strategy
• Capture Strategy
• Intercept Strategy
• Preference Strategy
• Acceptance Strategy
Maintenance Strategy
• If the brand is purchased habitually by the target
market à maintain that behavior.
• Maintain product development and improvements
• Counter short-term competitive strategies
(coupons, point-of-purchase displays, or rebates)
Maintenance Strategy
Disrupt Strategy
• If the brand is not part of the evoked set and the
target market engages in nominal decision making,
the marketer’s first task is to disrupt the existing
decision pattern.
• This is a difficult task since the consumer does not
seek external information or even consider
alternative brands before a purchase.
Disrupt Strategy
Capture Strategy
• In in limited decision making, the marketer needs
to know where they search and what information
they are looking for.
• Supply information (price & availability) on its
website, on mobile apps, in local media including
efforts related to local mobile search, and at the
point of purchase.
Intercept Strategy
If the target market engages in limited decision making and the
brand is not part of the evoked set, the objective will be to
intercept the consumer during the search for information on
the brands in the evoked set or during general search for
related information.
Preference Strategy
• Extended decision making with the brand in the
evoked set requires a preference strategy.
• The marketer needs to structure an information
campaign that will result in the brand being preferred
by members of the target market.
• Influencer Marketing
Acceptance Strategy
• Attract the consumers’ attention or
otherwise motivate them to learn about the
brand.
• Move their brand into consumer
consideration sets by encouraging trial
and/or positive WOM.
