The Perfect Haircut: Consumers’ Search Process The second step in the consumer decision process, after a consumer recognizes a need, is to search for information about various options that exist to satisfy that need. The length and intensity of the search are based on the degree of perceived risk associated with purchasing the product or service. In this activity, two consumers are searching for new hair salons. This activity is important because consumers often have very different belief systems and needs that affect the way they search for information. The goal of this activity is to identify factors that affect a consumer’s information search. Read each statement about Joleen Jones or Ginger Petri. Match the statement to the factor of a consumer’s search for information. Effortless Expensive Service Tight Budget Salon of Choice Performance Risk Financial Risk Psychological Risk Internal vs. External Search for Information Benefits vs. Costs Unimportant Worth the Money Joleen Jones Personal Image All the Same Ginger Petri Could Damage Career Salon of Convenience Reset