Question

The individual that has the greatest ability to conduct an external search for information is the consumer that has: Question 20 options: a low level of knowledge about the product category. an extensive knowledge of the product category. some knowledge of the product category, but not enough to make an intelligent decision. a low educational level.

Answer 1

Answer: some knowledge of the product category, but not enough to make an intelligent decision

Explanation: An external search usually may begin with dissatisfaction from a previous purchase, and this is when an individual seeks for alternatives and other information regarding a product. The individual that has the greatest ability to conduct an external search for information is the consumer that has some knowledge of the product category, but not enough to make an intelligent decision. This is because, an individual who has an extensive knowledge of a product category will  most likely not spend more time in the external search process than someone with just a moderate level of product category knowledge and the greater the motivation for this individual with some knowledge, the greater the extent of external search for information.