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Observational analysis explores consumer information search in professional services, highlighting city size and service knowledge as key factors.
The present study proposed and evaluated a model of consumer information search for professional services (legal, medical, dental, and accounting). A national sample of 338 “new residents” revealed that personal search (i.e., referrals, interpersonal) was the predominant information source used while media search contributed best to the formation of evoked sets. In addition, several search determinants - age, service knowledge, perceived risk, purchase involvement, and city size - were successful in explaining variation in external search effort. Managerial implications and future research directions are provided for this area of investigation.
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Michael T. Elliott (1994) studied this question.
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