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There are several reasons that exist for this apparently limited external search. We have finite mental capacities, which are protected from information overload by perceptual selectivity. This focuses our attention on those attributes considered important. For example, according to a study, because of perceptual selectivity, only 35 percent of magazine readers exposed to a brand advertisement noticed the brand being advertised.
Information is continually bombarding us and this information acquisition is a continuous process. As we all understand that the search for information represents a cost (the time or effort) and some of us do not consider the benefits outweigh these costs. This happens particularly for low involvement brands. In researches on consumer behavior, a lot of emphasis has been placed on measuring the number of sources consumer use, rather than considering the quality of each informational source.
The prevailing circumstances that we as consumers are in also have an impact on the level of external search. We may feel the time pressure or may not find the information easy to under- stand. The search for information is also affected by the consumer’s emotional state.
