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Ability to Search

A person's educational level combined with specific knowledge of the product category and the brands being offered contribute to the individual's ability to search. Educational levels and tendencies to conduct external searches are closely related. Consumers who are more educated are more likely to search for product information. Many will visit stores prior to making a decision. Also, consumers with extensive knowledge about individual brands and product categories are able to conduct more extensive external searches. A person with a more comprehensive knowledge of a product area often collects additional information even when he or she is not in the market for the product.!