please see attached file1. Create scenarios from research or personal experience to illustrate how each of the following affect a consumer’s motivation to conduct an external search: involvement, perceived risk, perceived costs and benefits, and the consideration set
2. When would a consumer be more likely to conduct an external search by brand rather than by attribute? 
3. What variables affect the consumer’s ability to process information in an external search?
Essay must be in APA format with at least two  (2) citations and references; one can be the textbook.




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