Within the Information Search Step of the Consumer Buying Decision

question 12

Multiple Choice

Within the information search step of the consumer buying decision process, what two primary aspects exist?

• A) Consideration sets and evoked sets
• B) Personal information and nonpersonal information
• C) Selective retention and selective distortion
• D) Internal search and external search
• E) Company-produced information and internal information

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Definitions:

Authenticity Deficit

Refers to a gap between a brand's messaging and its actual behaviors or product experiences, leading to consumer skepticism or mistrust.

Lack of Character

A term often applied to brands or products that fail to exhibit distinguishing traits, qualities, or a strong identity.

Cultural Branding Model

A framework for building brands based on cultural narratives and myths that resonate deeply with consumers, often weaving the brand into the fabric of society.

Douglas Holt

Douglas Holt is an academic known for his work on branding and cultural strategy.