In consumer behavior, what does 'external search' refer to?

External search refers to the active process of gathering information from outside sources when consumers are making purchasing decisions. This can include seeking information from various channels such as research on the internet, reading product reviews, consulting friends and family, and looking at advertisements. The key aspect of external search is that it involves looking beyond one's personal knowledge or experience to acquire relevant information that can help in evaluating alternatives and making an informed decision.

This approach is particularly prevalent when consumers lack sufficient internal information or when the purchase involves a significant investment, complex alternatives, or greater risks. Engaging in an external search enables consumers to compare different options and make selections that align more closely with their needs and preferences. Understanding external search is crucial in marketing as it highlights the importance of accessible information and positive communication strategies to influence consumer behavior effectively.