The document discusses the consumer decision making process, including need recognition, search for information, evaluation of alternatives, choice, and post-choice evaluation. It then focuses on the internal and external search processes. Internal search involves retrieving knowledge from memory, while external search involves gathering information from outside sources like friends, family, advertising, and independent research. The document provides examples of a consumer's universal set, awareness set, consideration set, inert set, and inept set when deciding between mobile phone alternatives.

1. Chapter 11 Decision Making Need Recognition & Search Annie Denenberg, Ana Curcija, Sara Day February 1, 2010 Consumer Behavior

2. Consumer Decision Making Process Need Recognition Search for Information Evaluation of Alternatives Choice Post-Choice Evaluation

5. Consideration Set A part of the Internal Search Universal Set Awareness Set Inert Set Inept Set Consideration Set

6. Consumer Problem I need a device that allows me to conveniently call others.

7. Universal Set Total collection of all possible solutions to a consumer problem ? AT&T Verizon T-Mobile Sprint Virgin Boost Mobile Nextel Amp’d Metro PCS Vodafone LG Apple Motorola Samsung Sony Ericsson Nokia Pantech Blackberry Palm Nexus HTC Sidekick HP Nuvifone Kyocera Mitsubishi iPhone Curve Pearl Bold Pearl Storm Tour EnV Jack Alias Insight Solstice Shine Pure Rugby Glisten Impression Tilt Dare Moto Neon Ozone Omina Saga Diamond ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?

8. Awareness Set Set of alternatives of which a consumer is aware iPhone Razr Pay phone Blackberry Google Nexus One LG Alias Land line Skype Borrow a phone Pager

11. What external sources do you use and why?