If I were to tell you that internal search data shows growth in consumers searching for products “to avoid” and “worst,” it might make you a little uncomfortable. As a marketer, that reaction is only natural. But in your day-to-day life as a consumer, you know it makes sense. What you also need to know is that this provides an opportunity for your brand to influence the outcome. Show
Think about it. When we’re shopping, we often turn to friends or acquaintances we trust for a gut-check. We want to affirm our decisions. We want to steer clear of making the wrong choice. And more and more of us are using search to fill that need. Trending right nowRanked by pageviews and recency  What marketers can learn from the most powerful YouTube trends of 2022December 2022 Nestlé’s CMO shares her strategy for accelerating digital transformation at scaleDecember 2022 Optimize your mobile site or appSeptember 2022 3 leading brands doing the tried-and-newNovember 2022 What 2022 holiday shopping trends and insights mean for marketers in 2023December 2022 How the company behind Dunkin’, Arby’s, and Sonic reaches people wherever they areDecember 2022 Others are viewingMarketers who view this are also viewing Holiday checklist 2017: What to know about today's mobile-first shoppersOctober 2017 Micro-Moments Now: Why you should be the adviser consumers are searching forAugust 2017 Micro-Moments Now: 3 new consumer behaviors playing out in Google search dataJuly 2017 The Basics of Micro-MomentsMay 2016 Customer journey mapping: The path to loyaltyFebruary 2018 Your Guide to Winning the Shift to MobileSeptember 2015 By now, it’s become clear that mobile is creating numerous shifts in people’s search behavior. Our most recent micro-moments research has highlighted a number of these changes. Today's super-empowered consumers have become more impatient, more demanding, and more curious—and these shoppers are all hungry for advice. A big part of that desired advice? What not to buy. At Google, we’ve seen 1.5X more mobile searches ending with “to avoid” in the past two years.1 For example, consumers are looking for “cooking oil brands to avoid” or “refrigerators to avoid.” And just as there has been growth in mobile searches for “best,” we’ve also seen growth in mobile searches for “worst.” Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS) This paper aims to explore external and internal information search using the World Wide Web (Web). It attempts to categorise the results of a sample of telephone interviews into the principle sources of information used to assist in the search for information using the World Wide Web. These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves. This is a preview of subscription content, access via your institution. Buying optionsChapter EUR 29.95 Price includes VAT (Singapore)
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Rights and permissionsReprints and Permissions Copyright information© 2015 Academy of Marketing Science About this paperCite this paperFrost, F.L. (2015). Towards an Understanding of Internal and External Search for Purchase Decisions involving the World Wide Web. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_78 What is an internal search in marketing?a stage in the consumer buying process for a low-involvement product; past experiences with items in this product class are considered.
What is internal and external information search?An internal search involves the buyer's memory, known information about the product/service, and specific alternatives that they can recall. An external search involves any external resources an individual may use to gather more information about the product/service.
What is an external search?The external search is made up of two elements: a web search and/or a visual search. The visual search is essentially a shopping trip.
What is information search Behaviour?Information-seeking behavior is the act of actively seeking information in order to answer a specific query. Information-searching behavior is the behavior which stems from the searcher interacting with the system in question. Information use behavior pertains to the searcher adopting the knowledge they sought.
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