Vince harbors a passion for cars. He constantly seeks out information on new automobile models without any intention of buying them. Which type of consumer search behavior does this represent?

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BlackTom AI · Accepted Answer

In this scenario, Vince is continually gathering information about new automobile models despite having no plan to buy. This pattern reflects a sustained information-seeking behavior driven by interest rather than an immediate purchase goal.

Option: Postpurchase search
This would involve seeking information after making a purchase, typically to evaluate satisfaction, explore usage, or plan future purchases. It does not match the described ongoing interest before any buying decision, so it is not a good fit here.

Option: Passive search
Passive search implies information exposure without active, deliberate effort to seek out information. Since Vince is actively seeking out information, this option fails to describe the intentional information gathering shown in the scenario.

Option: Binary search
Binary search is a term from algorithmic or decision-making contexts implying a sharp, discrete choice between two alternatives. The situation describes broad, continual information gathering about many models, not a simple yes/no decision process, so this option is inappropriate.

Option: Prepurchase search
Prepurchase search involves seeking information with a pending or upcoming purchase decision. While it shares the theme of information gathering, the emphasis here is that there is no intention to buy, which makes this option less accurate for the given behavior.

Option: Ongoing search
This option captures the essence of the scenario: a sustained, ongoing, active information search about products of interest (cars) regardless of an immediate purchase intention. It aligns with the consumer behavior where interest fuels continuous information gathering without a concrete buying target.

MKTG-2910-2 CB quiz 12

Vince harbors a passion for cars. He constantly seeks out information on new automobile models without any intention of buying them. Which type of consumer search behavior does this represent?

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