Every time Kerry wants to eat salad for lunch, she and her friends go to Garden Grove, but if she’s craving dessert, she head straight to Cupcake Station. In making these choices, she relies on a(n)
perceived benefits analysis.
external locus of control.
exceptional marketing campaign.
external source of information.
internal search for information.
The Correct Answer and Explanation is:
The correct answer is: internal search for information.
Explanation (300+ words):
When Kerry decides where to eat based on what she is craving—salad or dessert—and chooses a restaurant accordingly, she is relying on her memory and past experiences with these places. This process is referred to as an internal search for information.
In consumer behavior, an internal search occurs when a person recalls information stored in their memory from previous experiences to help make a decision. For example, Kerry has likely been to Garden Grove and Cupcake Station before, or she has formed strong associations with them—Garden Grove for salads and Cupcake Station for desserts. Because of these past experiences, she doesn’t need to research or ask others for opinions. Instead, she uses her internal knowledge to guide her choice. This type of decision-making is typically fast and automatic, especially for routine decisions or preferences based on personal experience.
Let’s break down the incorrect options:
- Perceived benefits analysis involves evaluating the advantages of different choices in a more analytical way, often weighing pros and cons. Kerry is not doing a conscious cost-benefit analysis here.
- External locus of control refers to a belief that outside forces, such as fate or other people, control outcomes. There is no indication that Kerry thinks someone else is influencing her decisions.
- Exceptional marketing campaign would suggest that advertising or promotions are influencing her choices. However, the scenario shows her acting on personal preferences, not marketing.
- External source of information would involve Kerry seeking out opinions, reviews, or asking friends. She does none of that; instead, she simply chooses based on her cravings and previous knowledge.
In summary, Kerry is demonstrating internal search for information by using what she already knows and remembers about these restaurants to satisfy her current craving. This is a common and efficient form of decision-making, especially for habitual or familiar choices.