Final answer:
An internal information search involves gathering information from one's own memory and past experiences, while an external information search involves seeking information from outside sources. Both internal and external information searches can be effective in helping consumers decide to adopt a certain product, but their effectiveness may vary depending on the situation.
Step-by-step explanation:
An internal information search involves gathering information from one's own memory and past experiences, while an external information search involves seeking information from outside sources such as friends, family, reviews, and advertisements. In my opinion, both internal and external information searches can be effective in helping consumers decide to adopt a certain product, but their effectiveness may vary depending on the situation.
If a consumer has prior knowledge and experience with a product or brand, an internal information search may be more effective. For example, if someone has used a particular brand of smartphone before and has been satisfied with its performance, they may decide to adopt the same brand again without seeking external information.
On the other hand, if a consumer is unfamiliar with a product or brand, an external information search may be more effective. By gathering information from various sources, such as online reviews, expert opinions, and recommendations from friends, consumers can make more informed decisions about whether to adopt a certain product or not.