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You must then post 2 replies of at least450 words each discussion by 11:59 p.m.
You must then post 2 replies of at least450 words each discussion by 11:59 p.m. (ET) on Sunday of the assigned module. For each thread, you must support your assertions with at least 2 scholarly citations in the current APA format. Each reply must incorporate at least 2 scholarly citation(s) in APA format. Any sources cited must have been published within the last five years. You must include 1 biblical reference in addition to the 2 peer-reviewed sources for each thread and reply.
Discussion 1:
Internal Versus External Information Search
Consumers use various ways to track down information prior to making a purchase. This might include a look into one’s past experiences or searches. According to Motherbaugh et al. (2024) the internal search must meet three criteria “(1) whether a satisfactory solution is known, (2) what the characteristics of the potential solutions are, and (3) what appropriate ways exist to compare solutions.” The decision process naturally begins with the internal search as that is the information most readily available to the consumer. However, if the internal search doesn’t yield any useful information, the next step is to consider the external search.
According to Mothersbaugh et al. (2024) the external search “involve[s] independent searches, personal sources, marketer-based information, and product experience.” The way this information is collected will vary dependent upon the consumer and how they wish to approach the issue at hand. For example, something like test driving a vehicle may involve the need to experience the product prior to purchasing and carry more weight in the decision-making process rather than marketer-based information. All of these tactics to gather information externally may be used independently of each other or in most cases used in conjunction to determine an overall decision.
When consumers are faced with a purchase decision, they must answer a series of questions to help guide them to their ultimate purchase decision. This is where the internal and external information searches begin. External information is more subject to manipulation by marketers than already stored internal information. According to Stankevich (2017), “Researchers are also beginning to understand the role of controlling the information flow about consumers’ decisions, as increased control leads to increased performance.” This control of the external information has market implications that can drive consumers to purchase products based off of well-placed marketer-based information.
What information sources do you think consumers use when acquiring one of the items listed below?
Movies
For many consumers movies are a very subjective purchase decision because every consumer has different tastes. Internally speaking consumers likely rely on past experiences of movies of a similar genre. For example, a customer who has in the past watched historical war movies, would likely conduct an internal information search related to past experiences when deciding to purchase tickets for a new historical war movie that has been recently released. While other customers may be swayed by critique reviews of the movie as a source of external information. The internet is one very useful external information tool that consumers rely on today. Whether consumers are wanting to read or watch reviews for a certain product they intend to purchase or possible view movie trailers for new releases, the internet is an all-encompassing search engine designed to meet the needs of those consumers craving additional information. YouTube is a popular website that offers consumers the unique opportunity to view the trailer for a newly released movie, as well as a review offered by an independent party. In some cases, the independent review will critique the movie trailer as well. Whether the consumer chooses to use internal information or external information or a combination of the two, online resources make that movie choice easier.
Restaurants
Choosing a restaurant for a consumer can be a difficult task because of all the variety offered in the modern market. Also, with food choices a consumer has a lot of factors at play such as a consumer’s culture, dietary restrictions, religion, allergies, and much more. These days thanks to online resources external information is much more readily available in the form of independent reviews. Consumers have the option to read about all aspects of the restaurant not just about the food quality but the service, cleanliness, and overall restaurant atmosphere.
Marketer-based information is certainly common in the restaurant industry. You can’t use a delivery application without receiving a ton of coupons and deals for similar food choices. The is no shortage of available external information. Tis especially relevant given how selective the modern consumer has become when considering food choices. According to Martínez-Ruiz and Gómez-Cantó (2017), “[A] study further found that, in addition to these traditional drivers, more than half of American consumers now weigh the following drivers in their purchase decisions too: health and wellness, safety, social impact, experience, and transparency.” These new priorities for consumers make choosing a restaurant even more complicated. However, the ultimate decision involves a mix of both internal and external information to arrive at a satisfactory choice.
Conclusion
Internal and External information sources allow consumers to make the best possible purchase decision. If a consumer were only able to rely on one of the information sources discoveries of new information would prove difficult and therefore creating new internal information would be limited. Thanks to the advent of multiple online websites and resources that provide consumers with an abundance of external information consumers these days have ample opportunity to discover new products which in turn helps to foster new pathways for internal information. The Bible reminds us that “If any of you lacks wisdom, let him ask God, who gives generously to all without reproach, and it will be given him.” (English Standard Version, 2001, James. 1:5) Ultimately, consumer purchase decisions are complex and internal and external information sources play a vital role in determining a solution to the consumers problem.
Discussion 2:
Process and Role
After a consumer identifies a problem, they typically begin doing extensive research into how they can solve this problem. Often, this type of research includes the use of internal and external information. As discussed in Hawkins et al. (2019), internal search is “accessing relevant information from long-term memory to be used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what the appropriate ways to compare solutions are, and so forth,” while external search “can involve independent sources, personal sources, marketer-based information, and product experience.” In short, internal search is when consumers use their memory to help recall information that helps them find and evaluate possible solutions to a problem. External search is when consumers look for information from other sources aside from themselves to help make a decision. This could involve consulting others, reading marketing materials, or trying out products.
Each type of information search is impotent in its own way and can vary based on the situation. For example, suppose a consumer is looking to make a quick decision with minimal effort. In that case, they will often use internal information based on their own habits or routine. In contrast, consumers looking to make more informed decisions will use external search information because it goes beyond what they already know and can help them discover a solution they might not have come to on their own.
Information Sources – Smartphone
When it comes to consumers buying smartphones, I believe that internal information search is used more than external information search. This is largely because of the influence brand loyalty and image have on consumers. For example, several studies have been conducted on smartphones, including Hung et al. (2018), which found that consumers are more likely to trust larger brands and be confident in buying the brands that are often praised by others. It essentially does not matter which phone is better, it only matters which one will make the consumer feel more popular.
This feeling is largely why the smartphone market is the way that it is today, largely ruled by Apple’s iPhones and Samsung’s Android devices. iPhone has since become superior, holding 57% of the market in the United States in 2023 versus Android’s 42% (Taylor, 2023). This popularity and dominance have also created a stigma surrounding non-iPhone users as they are viewed as less than simply because their text messages are green instead of blue. This stigma is also heavily influencing the younger generation of consumers, with one survey showing that 87% of American teenagers currently have an iPhone and plan on sticking with the brand (Taylor, 2023). This means that when it comes to buying a smartphone, they will not put much thought or effort into researching which one will be right for them, they will instead just get the latest version of the iPhone, proving just how powerful internal information search is in the smartphone market.
Compare & Contrast – Smartphone vs. Wireless Phone Provider
While internal information search is used within the smartphone market, that is not necessarily the case when it comes to choosing a wireless phone provider. There are several carriers nowadays, including powerhouses like Verizon, T-Mobile, and AT&T, and subsidiaries like TracFone and Straight Talk. What these companies all have in common is that consumers can use any cell phone they desire, but where they differ is the type of coverage and service provided.
When it comes to selecting a wireless phone provider, several things need to be taken into consideration, including what type of plan is needed. For example, some users don’t need unlimited data and others do. In order to figure out what type of plan is needed; consumers must use various forms of external information search. Additionally, not all phone providers have the same coverage, so service might be weak in some areas for one provider but stronger with a different provider, which again is why consumers need to use various forms of external information search. Lastly, each carrier has different pricing, meaning that research is needed to help find the best plan that fits within the consumers’ budget.
While consumers might not always need to use external information to select a smartphone, when it comes to selecting a wireless phone provider it is essential when choosing the best wireless phone provider. As 1 John 4:1 reads, “Beloved, do not believe every spirit, but test the spirits to see whether they are from God, for many false prophets have gone out into the world,” (Wycliffe et al., 1982).
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