Consumers and businesses conduct external searches when they lack sufficient internal knowledge to make a wise decision. Assume you have $150,000 to $200,000 to spend on a sailboat. Locate four websites that sell sailboats. Select one in your price range.
Discuss the external search process you used to arrive at a decision. Relate this process to the concepts of external search, consumer attitudes, and consumer values presented in this chapter.
Which method of evaluation did you use? Explain why.
Brands will often focus on cognitive, affective, or conative triggers. In each of the following cases, identify which of the three is being used to appeal to consumers. Explain why.
a. International Red Cross and Red Crescent Movement (www.ifrc.org)
b. Aunt Bessie’s (www.auntbessies.co.uk)
c. UNIQLO (www.uniqlo.com)
d. IKEA (www.ikea.co
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