For consumers, what does external information usually encompass?

External information typically refers to data that consumers gather from sources outside of their own personal experiences or knowledge when seeking to inform their purchasing decisions. In this context, marketing strategies and promotions directly fit this definition, as they are created by companies to communicate the value of their products or services to potential buyers. These strategies include advertisements, promotional campaigns, and other outreach efforts designed to influence consumer perceptions and behaviors.

While personal opinions, past buying experiences, and individual perceptions may inform consumer behavior, they fall under the category of internal information, as they derive from a consumer's individual history with products or services rather than external input. The focus of the question is on what consumers learn from outside sources, which is why marketing strategies and promotions are considered external information that shapes brand awareness and purchase intent.