ABSTRACT
The ability to search plays a role in the consumer purchase decision process, as part of the search for information. In the first step of a consumer purchase decision a consumer has recognized a need or desire. Next, the individual searches his or her memory for information about how the need or desire has been met in the past. If enough information is available internally, the consumer proceeds to make a decision. If the decision concerns a high-involvement purchase or one that the person has little knowledge about, the consumer goes beyond memories and conducts an external search for additional information. The extent or level of this external search is partly determined by the consumer’s ability to search.
