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- Publisher
- SAGE
- Copyright
- © 1982 American Marketing Association
- ISSN
- 0022-2437
- eISSN
- 1547-7193
- DOI
- 10.1177/002224378201900103
- Publisher site
- See Article on Publisher Site
Abstract
A survey of 164 recent purchasers of color television sets shows that consumer beliefs about the marketplace and about their capabilities as consumers accounted for 50% of the variance in extent of external search. Also, the type of brand (domestic, foreign, or private) and the type of store (national, regional, or local) considered by a consumer are found to be significantly related to the beliefs held.
Journal
Journal of Marketing Research – SAGE
Published: Feb 1, 1982