Assignment:
Q1. How do involvement, perceived risk, perceived costs and benefits, and the consideration set affect a consumer’s motivation to conduct an external search?
Q2. When would a consumer be more likely to conduct an external search by brand rather than by attribute? Which search process would a marketer prefer consumers to use—and why?
Your answer must be, typed, double-spaced, Times New Roman font (size 12), one-inch margins on all sides, APA format and also include references.